Consumer Trends

Now That’s What I Call Content Marketing 2014 [Epic Content Marketing #Fails Infographic]

2014 was another wondrous year for Content Marketing – so here’s a selection of the finest examples of the year’s content marketing on Twitter in an infographic Now That’s What I Call Content Marketing 2014 [PDF, editable Keynote].

In 2014, B2C content marketers found themselves in hashtag hell. Some real gems included US Airways posting pornography on Twitter, DiGiorno Pizza hijacking the debate on domestic violence to promote pizza, and the New England Patriots coming out and congratulating a racist.

Then, in a return to 2013 form, there was the NRA posting about children having fun at a shooting range, just after a deadly accident involving a child at a shooting range. LG’s post promoting LG phones from an iPhone seemed mild in comparison.

Fortunately, the tide is turning against content marketing as it progressively undermines the marketing profession – especially in social media. We have learned that as brands we’re great at delivering consumer value through advertised products and services, and really lousy at moonlighting as second rate entertainers, publishers and educators.

Facebook is driving home the message – in a mission to cure the platform from the scourge of content marketing and content marketers. Posts on a brand’s Facebook Page used to reach 2% of the brands ‘fans’, but from January 2015, Facebook will begin culling the remaining posts that get through and onto news feeds.

Beginning in January 2015, people will see less of this type of [promotional page posts] content in their News Feeds.

Facebook is keen to remind errant marketers that Facebook is an advertising platform, not a content marketing platform.

Basically the new rule for Facebook is that “If it doesn’t have a face, it shouldn’t be on Facebook” – with the important exception of advertising. This is way new report out from Forrester recommends that brands focus on promoting themselves on their own sites and email, not social media sites.

Fast Company summarises the Forrester report’s advice for brands:

To recap: Don’t tweet. Don’t waste your time on Facebook. Email still works. Sounds great.

But before content marketers turn to something else to wreck and undermine the marketing profession, sit back and enjoy Now That’s What I Call Content Marketing 2014 – the best the content marketing industry had to offer on Twitter in 2014.

Now That's What I Call Content Marketing 2014

Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.

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