Best of the changing content marketing landscape. A collection of signs and cases relating to content marketing and how it is evolving with the changing consumer behaviors and technologies.

1. snapshot
shifts in content
marketing landscape
Best of the changing content marketing landscape. A
collection of signs and cases relating to content marketing
and how it is evolving with the changing consumer behaviors
and technologies.
SIGNMESH.COMSNAPSHOTSEPTEMBER2017

2. content
1
future
tech
2 3
unconventional
approach
CONTENT
4
changing
channels
implications

3. introduction
Best of the changing content marketing
landscape. A collection of signs and cases
relating to content marketing and how it is
evolving with the changing consumer
behaviors and technologies.
INTRODUCTION
The way people consume content is constantly
changing. To gain consumer attention, nearly all
companies are flocking to the one thing consumers
pay attention to across mediums: content. Brands are
tracking individual consumer behaviors in real-time,
and using this data to tailor experiences for specific
people and their behaviors.
— Future Tech
How companies are making use of advances in
technologies like VR, AR, Voice and AI for creating
interactive, immersive and personalized content.
— Unconventional Approach
How brands are maintaining their unique brand
identity with unconventional approaches to
content marketing.
— Changing Channels
How brands are exploring and leveraging different
channels for targeted content.

4. future
tech
how brands are making use of advances in
technologies like VR, AR, voice and AI for
creating interactive, immersive and
personalized content.
1

5. what’s
happening
FUTURETECH
37m 1bn
expected AR users by 2020
500m
number of VR devices to be
sold by 2020
number of Alexa devices to be
sold by 2020
source: Statista source: Soldamatic source: CNBC

6. how do
others do it?
how are brands adapting to these technological changes in
order to provide engaging content.
FUTURETECH

7. FUTURETECH
Magazine Comes
To Life With AR
W Magazine created a special
edition with integrated AR on the
cover and on several pages,
featuring singer Katy Perry.
The magazine’s Beyond the Page
app enables readers to see the
featured artist come to life. She
talks to the reader, and interaction
with different parts of her face
unlocks new content.
Source: http://signme.sh/o72OB8R3_

8. FUTURETECH
Lowe’s VR How
To For DIY
Projects
Home supplies retailer Lowe’s is
testing a VR ‘Holoroom How To’ to
help customers practice basic DIY
skills with step-by-step instructions.
Lowe’s new virtual reality system
can be found at their Boston store
where customers can try out DIY
projects and pick up new
techniques.
Source: http://signme.sh/6NBoK5N17

9. FUTURETECH
Tide Stain
Remover Help
with Alexa
Alexa users can ask the voice app by
Tide how to remove a stain from
clothing. It will then talk users
through how to do this with detailed
instructions, or can send the tips via
text message together with a link to
the Amazon store to buy the correct
detergent.
Source: http://signme.sh/UVOBB4T3L

10. FUTURETECH
Audio-
Personalization in
Advertisements
The marketers’ of 20th Century
Fox’s “Alien Covenant” are using the
technology that will allow them to
include the name of viewer in
advertisements of the movie. The
hyper-personalization approach has
been developed for giving an unique
experience to their viewers.
Source: http://signme.sh/uD1mUs6RG

11. unconventional
approach
how brands are maintaining their unique
brand identity with unconventional
approaches to content marketing.
2

12. new generation
prefers
unconventional
approach
"Brands would be wise to use the
platform for storytelling,
providing new and interesting
perspectives, and for engaging
in a thoughtful, interesting and
meaningful way…”
- Michael Cherenson, SCG VP
UNCONVENTIONALAPPROACH
31%
“of GenZ would rather be considered
‘unique’ than real”
- Barkley

13. how do
others do it?
how are brands staying unique and engaging creatively with
consumers.
UNCONVENTIONALAPPROACH

14. UNCONVENTIONALAPPROACH
“Netflix &
Smoke”
Netflix has co-created and sold a
line of exclusive cannabis strains to
compliment and promote their
shows at a pop-ip Hollywood event.
The idea stemmed from their new
show, “Disjointed”.
Only legal medical marijuana card-
holders were able to purchase the
weed.
Source: http://signme.sh/BI0kjoeup

15. UNCONVENTIONALAPPROACH
Taco Bell
Recreate Fan
Stories
Taco Bell launched “Taco Tales”, a
weekly YouTube series of 2-3 minute
feature stories of things that could
only happen to Taco Bell fans.
Story ideas were sourced from
multiple social channels, but only
published the stories on their
YouTube channel.
Source: http://signme.sh/LrRnFkBiF

16. UNCONVENTIONALAPPROACH
HBO Silicon
Valley’s “Not
Hotdog” App
In a reference to a subplot of the
show, Silicon Valley has released a
new app called “Not Hotdog”. Its
only ability: telling the user what is
and isn't a hot dog with impressive
accuracy.
Source: http://signme.sh/aNBFuAtgv

17. UNCONVENTIONALAPPROACH
Starbuck’s Series
For Social Good
Starbuck’s ‘upstanders’ campaign
featured ten inspiring stories of real
people contributing to their
communities in admirable ways,
told via podcast, video and text
form with people on social media,
or while they were waiting for their
order after using their app.
Source: http://signme.sh/OxSBPVEOR

18. changing
channels
how are brands leveraging different
channels for targeted content? which
channels are catching the most attention?
3

19. what’s
happening
CHANGINGCHANNELS
173m 700m
Instagram daily active users
140m
Snapchat daily active users Spotify daily active users
source: Statista source: Statista source: Statista

20. how do
others do it?
how are brands using the emerging social media channels.
CHANGINGCHANNELS

21. CHANGINGCHANNELS
ABC Creates
Original Series
For Snapchat
Disney-ABC Television Group is
partnerED with Snap Inc. to
produce an original series for
Snapchat. It will begin with Watch
Party: The Bachelor, where
celebrities, comedians and fans
gather to chat about recent
episodes.
Source: http://signme.sh/OzxIG3UA0

22. CHANGINGCHANNELS
GE Healthcare’s
Instagram
Documentary
GE Healthcare launched a
documentary on Instagram titled
“Heroines of Health”, each clip only
lasting one minute. In total the
series will be 30 minutes, and
follows three women in different
countries and covering important
issues.
Source: http://signme.sh/PK1GqwbYa

23. CHANGINGCHANNELS
Mini Shows on
Musical.ly
Musical.ly plans to launch two- to
four-minute episodes of original
shows, starting with content from
NBC, Viacom, and Hearst
properties. The shows will appear in
the features section of the app and
will last for 24 hours, with the aim of
reaching a younger, Snapchat-loving
audience.
Source: http://signme.sh/vnXJmmSJo

24. CHANGINGCHANNELS
The New York
Times Podcast
The Daily is giving an alternative to
print by delivering the day’s most
important news in a 15-minute
podcast to reach commuters
heading to work.
The show runs on weekdays and
released every morning at 6, also
including a text messaging
component.
Source: http://signme.sh/3dQ79BR4f

25. CHANGINGCHANNELS
Musical
Magazine on
Spotify
Condé Nast Traveler, a traveler
magazine and Pitchfork Media
created a "musical magazine"
together.
Pitchfork curated playlists that are
digitally linked to pages of the
Traveler's summer issue. The issue
is available on Spotify and features
32 songs for the cover story and 15
songs for each other piece.
Source: http://signme.sh/4e4n2OZ79

26. what’s the
takeout?
Brands are exploring new approaches to stay engaged and
provide interactive, immersive experiences to consumers.
THETAKEOUT

27. As the consumer behavior is evolving with innovations in technology,
it’s also changing their behavior towards content consumption.
Brands are slowly but surely doubling down on their efforts to match
their content marketing timeline with these changes.
IMPLICATIONS
leverage new channels
for direct targeting
As new storytelling platforms are
emerging, companies have started
leveraging these channels. Brands from
every industry and with all manner of
target demographic are using new
channels to connect with consumers
while adapting and building on existing
content to the medium they are pushing
it through.
stay unique
Content creators and viewers
everywhere are suffering from the results
of peak content. In order to stay unique
brands are following unconventional
approaches to content marketing, they
are extending their offerings to the target
group by offering new experiences with
innovative and creative content ideas
that let the audience relate to it easier.
embracing upcoming
technologies
With the new technologies slowly
starting to become part of consumers
lives, companies have started to
experiment with the technologies and
adopting accordingly to offer engaging
content to the consumers. Brands are
going from static content to dynamic to
interactive to augmented reality and live
streaming content.
implications

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