An Ignoble Experiment: Think like a TV showrunner to make better content

Created for ignoble.experiment@arconati.us | Web Version

September 30, 2022

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The Big Story

Think like a TV showrunner to make better content

(Pixabay)

Content marketers can learn from TV showrunners by centering their strategy around the question, "What's the story?," and then planning how that story will evolve over time, much like a show's season, writes The Content Advisory founder Robert Rose. Rose explains how to plan a content season, starting with mapping the story via detailed chapter outlines and deciding on how it will be packaged via different content formats.

Full Story: Content Marketing Institute (9/30)

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Connecting & Collaborating

5 ways to bring authenticity to Hispanic campaigns

Katia Lozano of RPA says reaching Hispanic audiences starts with authenticity and offers five best practices to market to this growing segment. Collaborations with artists, ongoing commitment to Hispanic businesses and stereotype-free representation all go a long way to creating "affinity and connection with the Hispanic community," Lozano writes.

Full Story: Ad Age (tiered subscription model) (9/26)

Organize social media marketing in 5 steps

Content templates, checklists and three other hacks can simplify social media marketing for business owners, consultant Jessica Elliott writes. "Use these tips to develop a productive routine that streamlines your processes and takes an organized approach to social media management," Elliott notes.

Full Story: CO— (US Chamber of Commerce) (9/26)

	Connect with Walmart customers Our customers are searching. We can help them find you. Walmart Sponsored Search ads put your brand and products in the spotlight. Contact Walmart Connect to get started. Advertise now!

Marketer Moments

Hasbro lets Roblox users visit a My Little Pony world

(My Little Pony Official/YouTube)

Hasbro, with its in-house unit Entertainment One and Media.Monks, created a "Visit Maretime Bay" experience in Roblox for My Little Pony that enables users to visit the fictional world from its new Netflix series, "My Little Pony: Make Your Mark." The campaign includes a collaboration with TripAdvisor to list Maretime Bay as a travel destination and a campaign promoting the activation is running across social.

Full Story: The Drum (free registration) (9/29), Adweek (9/29)

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Platform News

Google seeks more visual shopping experience via search

(Google)

Google unveiled nine tools aimed at making its search platform a more visual experience, with an emphasis on shopping and competitive with TikTok and Instagram. Updates include shortcuts to Google tools, 3D visuals and personal recommendations, and Gartner analyst Noam Dorros says the additions help Google "advance towards more natural, intuitive exploration with multimedia search."

Full Story: Marketing Dive (9/29), TechRadar (9/29), Modern Retail (tiered subscription model) (9/30), Glossy (tiered subscription model) (9/29)

LinkedIn expands ad tools

LinkedIn's new Document Ads give brands an outlet for promoting reports, case studies and other lengthy content. The platform is also introducing an Offline Conversion feature for performance data, such as in-person interactions and phone calls, and a Media Library that stores static and video campaign elements.

Full Story: Social Media Today (9/28), Adweek (9/29)

App makes it easier to shop for influencers' looks
BNN Bloomberg (Canada) (9/27)

Meta opens up NFT sharing on Facebook, Instagram
TechCrunch (tiered subscription model) (9/29)

Measurement Matters

Magna: Ad sales will exceed $300B, but growth is slowing

Ad sales will exceed $300 billion nationwide this year, Magna reports, a record for the market. Factors such as economic uncertainty caused the research firm to downgrade projected growth from 11.1% to 9.8% in 2022 and to drop the previous 5.8% estimate for 2023 down to just 4.8%.

Full Story: The Wall Street Journal (9/29), Ad Age (tiered subscription model) (9/29), MediaPost Communications (free registration) (9/29)

Social Shareable

Ryan Reynolds pairs Mint Mobile with AriZona Iced Tea

(Ryan Reynolds/YouTube)

Maximum Effort's latest social spot for Mint Mobile, which has attracted 2.1 million YouTube views and 7.7 million Instagram Reels views since being posted Thursday. The clip features owner Ryan Reynolds chatting with AriZona Iced Tea's Don Vultaggio about why the drink brand hasn't changed its 99-cent price for a can since its debut in the 1990s, and Reynolds declares, "Now, we're taking that same noninflationary tea technology and putting it into Mint Mobile," as he pours a can on a smartphone.

Full Story: The Drum (free registration) (9/29)

About the Editor

Mike Driehorst

(That's me on the right, with Rocky ensuring I have a good head on my shoulders.)

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When teams struggle to find a focused editorial direction for their content platform, it's usually because they haven't set the foundation for a bigger story.

Robert Rose, founder and chief strategy officer of The Content Advisory, writing for Content Marketing Institute