The Added Value of Microsites
The microsite has quickly become
the go-to publishing platform for sharing branded content whether it’s a media hub publishing content on a regular basis or an independent site meant to support a larger campaign. Different from a company blog or newsletter, a microsite has its own independent URL that lives outside of the company homepage. Like any other content marketing initiative, establishing a strategy for the site is the most important aspect of ensuring its success.
Contently offers a break down of the different types of microsites and their value.
Tumblr Debuts New Ads
A new ad product called
Sponsored Day allows marketers to place promotional content at the top of users’ Tumblr dashboard for 24 hours. Nike is the first brand to buy in as part of its #betterforit campaign, which aims to sell its line of women’s workout gear with a big,
integrated media push.
Snapchat Campaign Brings Awareness to Violent Conflict
On the one-year anniversary of the #BringBackOurGirls campaign, UNICEF is using
Snapchat to share a reminder of how 800,000 Nigerian children are being affected by the conflict between Boko Haram and military forces. Snapchat influencers like
Shaun McBride created duplicate drawings (originally created by the children of the region depicting the violence they have witnessed) to emphasize the impact of the violence and its dramatic impact on hundreds of thousands of Nigerian children.
Employees Make the Best Brand Advocates
Social media is one of the most influential channels for brands to engage with customers and even though the majority of leading companies have a social presence, only
41 percent of HR and marketing executives reported having a strategy for employee advocacy. Since most employees don’t have a
clear understanding of what they can or should share on behalf of a brand, most stay quiet.
Elevate, a new tool from LinkedIn, helps brands tap employees' social reach by
empowering them to be more active on social media. Company curators can now create pre-approved, sharable content for employees to share on their personal social networks to advocate on behalf of the brand.
Twitter’s New Homepage
In an effort to attract new users,
Twitter is turning its home page into a news and information hub where non-members can access streams of content on various trending topics from general news to travel guides.