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NEWS ROUNDUP MAY 2016



GOOGLE’S SEARCH QUALITY EVALUATOR GUIDELINES: 

Earlier this year Google released it’s Search Quality Evaluator Guidelines  (after it was leaked over the Internet), providing info on what they view as quality and what kind of pages will rank well on SERPs. They include page quality rating guidelines, understanding mobile user needs, a needs-met rating guideline and instructions for using the evaluation platform. They also focus on the importance of building trust and reputation in websites, which is not new, but confirms it’s still top priority.

 

UBM PLC BUYS THE CONTENT MARKETING INSTITUTE:

The Content Marketing Institute (CMI), the company that organises and hosts the annual Content Marketing World conference in Cleveland, Ohio in the US each year, has been acquired by United Business Media (UBM), a London-based global organiser of B2B events and marketing services. It is reported that UBM paid $17.6 million, plus performance bonuses for the company. Joe Pulizzi, who started CMI in 2007 with a single blog post titled “Why Content Marketing”, said UBM was the latest of several suitors to express interest in buying CMI, and that the two sides began seriously exploring a merger after UBM representatives attended CMWorld in September 2015.

 

FAVOURITE TAKEOUT FROM THE ARABNET DIGITAL FORUM:

Speaking at the Arabnet Digital Forum in Dubai on 31 May, Ipsos Connect chief digital officer Andrew Bradford told delegates that digital media is “a clearly defined area of doubt and uncertainty”. But he was keen to stress that the fundamentals of brand marketing remain the same, and professionals should not be bamboozled by the technology. He emphasised that digital content should be salient, should aim to form relationships with potential customers, should rank first in recognition, and should be easy to interact with. He also said that the means of content delivery is set to change as media publishers and advertisers work more closely and as media currencies converged.

 

BRAND EXTENSIONS ARE DRIVING MAGAZINE BUSINESS:

Ooyala, the US company best known for  its premium video and ad serving platforms, has just released their State of the Media Industry 2016 report. In the report they confirm that, increasingly, publishers (both traditional and new players) are beginning to think and act like video producers and that data-driven video content is becoming the cornerstone of many digital marketing campaigns. They say the content that provides the most ROI will be that which personalises the story for the consumer.

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