Facebook last week published a new explanation of its privacy policies designed to make it easier for Facebook users to understand how their personal information is shared with other Facebook users.
For consumers accustomed to quickly clicking past lengthy and often incomprehensible online privacy policies, Facebook’s new approach (simple language and explanations, friendly design) is welcomed, and will likely be a model for other sites and services to emulate. “You’re in charge,” it assures us, and it had the charming animations to back it up.
At the same time, with this positive step comes some sad news: Facebook’s blue privacy dinosaur appears to be on the way out.
(Quick refresher on the Blue Privacy Dinosaur if you’re unfamiliar with his work.)
I clicked through the new privacy site, and couldn’t find that charming little blue sauropod anywhere! Sure, he’s still hiding up there in the settings menu, but to be passed over for such a high-visibility project surely doesn’t bode well for the Blue Privacy Dinosaur’s career trajectory; perhaps this is a signal of an upcoming reorg?
Also worth noting, as you review Facebook’s new privacy site, is the part where they offer no animations regarding data they’re collecting on you and how that data is being put to use, specifically around advertising and commerce. Those bits are still described in a lawyer-friendly section of the site called “Data Policy.” Rest assured that in exchange for using Facebook’s amazing free service, any and all actions you take on the site are available for packaging to marketers excited to share details of their unbeatable holiday deals with you and your friends.
If content marketing is everyone’s job, you need a platform that can help you tailor content for all the places your brand needs to live.
We’ve got a new overview presentation on SlideShare that discusses our approach, our platform and our clients:
When we started doing Rallyverse a few years ago, “content marketing” wasn’t really a thing yet. Sure, there were early adopters and enthusiasts at brands and agencies, but, as a label (much less a discipline), it wasn’t widely understood.
A lot has changed since then. The biggest change? That’s actually an easy one:
Everyone is a content marketer.
That is, content marketing has gone from a label for a discrete set of marketing outputs managed by a single person or department to a broad range of activities that span departments and functions across the enterprise. Here are just some of the departments and roles that are now in the content marketing game (and that we see right now in our conversations with our customers):
Especially in B2B scenarios, sellers are being challenged to connected with a new type of buyer, one who’s comfortable doing their own research and is looking for a consultation more than a quote. We see many of our customers looking to arm their sales force with great content so that interactions with prospects on social media and beyond are informed by the sorts of conversation starters that will build trust — and lead to sales.
Candidates are smart about learning about prospective employers before and during the job application process. Human resource departments have responded by building out content strategies to share details on their company — everything from products to leadership to everyday culture. Whether it’s on LinkedIn or a YouTube channel, HR now must take on the challenge of telling their company’s story, or risk missing out on the best candidates.
Content has always been an important part of the customer support process, but customers today demand more than just a pdf of a user guide. Today’s consumers expect how-to videos and even GIFs to help them to troubleshoot potential issues. And all of those assets are a great opportunity for the brand to connect with customers and tell its story.
CEOs and other executive leaders have embraced content marketing as a way to tell their company’s story while demonstrating industry thought leadership. From LinkedIn Influencer posts to active (and sometimes feisty!) Twitter accounts, content marketing is now part of the CEO’s role (and companies with social CEOs tend to outperform competitors).
Oh right. The folks that started all of this. While content marketing might be identified as a separate discipline in the marketing department, smart marketers have realized that managing content isn’t a campaign or tactic, it’s the fuel that drives most marketing activities. From the company web site to email marketing to social media to providing content to support other departments’ initiatives, marketers know that content powers it all.