content

When Content Marketing Becomes Your Brand – Google Play

If you are a platform, the content you serve is your brand strength. A long time ago Apple had an app for everything, but now everyone has the right apps, on multiple operating systems.  What is the new point of differentiation?  After all, app stores and phones are really about the apps – nothing else matters.  Content is king – again.

Google’s new “Play Your Heart Out Ad” is amazing.  The brand transference from each artist and app to Google’s logo was very smart, and the music helps seal this campaign away from early adaptors to their new mainstream audience.  Its Hip. It’s a big move away from their past ads showing power and processing speed, which really never resonated with me.  This campaign shows variety, and also instantly establishes credibility – you’ll note that barely any of the app logos need to have titles.  They are very recognizable. And now I associate them with the Android Ecosystem. Even as a apple user, I am very aware now that everything I could want is on Android.  And I might be willing to consider a Galaxy when my contract runs out.  I can see myself using these apps and thus using Android.  Goal achieved.

Its interesting that Google has moved further into Content, where Apple has moved into user stories and hardware lately.  What makes your brand stand out? How do you tell you story?

ps. I am impressed that this song was released in 2007 !  Way to be progressive Ed Banger Records & Busy P. 

There is one other thing that really stands out here.  When people typically talk about branding, we are taught to think in specific colors, fonts, and identity guidelines.   In a media rich ecosystem that we live in today, consumers are open to seeing a brand evolve.  Note in this add that their are barely any taglines, or key colors. The brand changes with each piece of content. A brand identity that is flexible and open. A brand that can become anything the user wants.  Quite literally, a brand becomes the very content it helps host.

Using Buffer to Preschedule Tweets

I am staring to use buffer app to preschedule some tweets.  I have sync’d MOZ with buffer so that it will post my tweets at the exact times throughout the day that my followers are most active.  Sounds pretty great, huh?

There are two questions that this leads me to contemplate.

1. How do we trust in machines to perform better then we can?  We are all already part cyborgs (iphones) and comfortable with machines (vending or mHealth ) however, social media seems too intimate to trust to a computer, right?  However, if an app can make my personalized messages resonate to their max, it seems foolish to not utilize technology to assist in my posting.

2. Now we enter the more interesting question of the “tragedy of the commons”.  If everyone uses the buffer app, it stops becoming useful.  This scenario is very unlikely, but if social media becomes networks of bots talking to other bots, doesn’t that defeat the purpose of using it to begin with?  A more realistic scenario would be that after a certain number of followers use buffer and optimize post times, then you will be technically posting at non optimal times due to systematic error.

The solution I settled on was to use buffer to post key pieces of curated and original content at agreed upon peak times ( morning, lunch, getting off work ), and then still actually manning my twitter handle for engaged conversations.  I am not sure how long I will use this app, but I have become to understand and appreciate the added value of using a 3rd party service to help me post my social media updates.  I can focus more on content rather then execution.

14 minutes.

pd