Podcast delves into changing content creation landscape focusing on platforms like Instagram and TikTok. Challenges for full-time content creators discussed due to new creator programs. Topics range from marketing MBA to Adidas' overinvestment, Phish at the Sphere, and the impact of Google's cookie delay on digital advertising.
Transition to owned content assets for content monetization and longevity is crucial in the evolving content landscape.
Strategic marketing planning is vital for content entrepreneurs to balance creation and marketing activities effectively.
Algorithm changes on Instagram and Twitch aim to boost visibility for smaller creators but may impact established influencers.
Deep dives
Changes in Instagram and Twitch Algorithm
Instagram and Twitch have introduced new features to boost short-form video content discovery, echoing TikTok's algorithm. These changes come amid TikTok's uncertain future following potential divestiture plans. The updates aim to enhance user engagement and attract creators to leverage the platform's reach.
Transition from Rented Land to Owned Assets
The episode discusses the shift happening in content entrepreneurship from focusing on 'rented land' like social media to owned assets like email newsletters, events, courses, and more. This transition highlights the importance of building loyal audiences through owned channels for sustainable content monetization and long-term success.
Strategic Marketing Planning for Content Entrepreneurs
The podcast delves into the essential need for content entrepreneurs to understand strategic marketing planning to differentiate between content creation and marketing activities. It emphasizes the significance of developing a marketing intelligence system, recognizing key marketing concepts, and allocating time for continuous strategic planning to enhance audience engagement and revenue generation.
Algorithm Changes on Instagram and Twitch
Instagram announced a discovery algorithm tweak to promote smaller creators through recommendations, similar to TikTok's model, which may improve visibility for emerging creators. Twitch, following suit, is also implementing a similar algorithm change to enhance content discoverability. This shift aims to open opportunities for newer creators but may pose challenges for established influencers relying on follower engagement metrics.
Google's Delay of Third-Party Cookie Deprecation
Google's decision to postpone the deprecation of third-party cookies in Chrome reveals uncertainty around the implementation of new data tracking policies. Despite initial trials, Google faced criticism and pressure from organizations like the CMA, hinting at challenges in moving forward with the planned changes. This delay suggests a prolonging transition period for marketers to adapt to evolving privacy regulations and data collection practices.
Joe and Robert do a deep dive into their CEX presentations...Joe's on the new business model for content creators and Robert's on the marketing MBA.
In the news, Instagram launches a new program that will highlight new content creators. They make it sound amazing. The problem is that this will hurt full-time content creators and content marketers.
Hits this week include Adidas and Phish (at the Sphere). Rants and raves include the trouble with books and third-party cookies.
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