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    Futures Lab Update #70: Content Marketing via Newscred; Decoding Viral Video at Unruly

    by Reuben Stern
    August 14, 2014
    Newscred is a content marketing platform designed to help commercial companies and publishers curate content for their target customers.

    This week we see how a platform like Newscred is helping brand marketers assemble news stories to engage current and potential customers, and we find out what attributes contribute to a video going viral.

    “Don’t just aim for someone to smile if you’re going for humor. You want a belly laugh – a physical reaction – and then you know you’re getting that intensity of response. Also, make sure you’re giving people reasons to share. These are very personal and individual.” – Devra Prywes, VP Marketing & Insight, Unruly

    PART 1: Content marketing via Newscred

    Newscred is one of several content marketing platforms designed to help commercial companies curate content for their target customers. The platform enables clients to browse and license material from more than 4,500 publishers, including big media organizations, as well as find custom content via a network of contributors. We find out how the service works and how traditional publishers also reap some benefit.
    Reporting by Tatiana Darie.
    [To skip directly to this segment in YouTube, click here.]

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    Additional information:

    Newscred launched a partnership earlier this year with Getty Images. Together they published a guide for marketers that outlines four principles of successful visual media: authenticity, sensory, relevancy & archetype.

    This summer NewsCred also announced a partnership with Outbrain that will enable brands to reach new audiences through Outbrain Amplify, a platform that gives users access to one of the largest networks of publisher sites to distribute content.

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    PART 2: Decoding the attributes of viral video

    Wondering how to predict if a video will go viral? The team at the social video marketing platform Unruly says they have figured it out. We visit their office to learn how they decoded viral video and what attributes they found that cause a video to get widely shared.
    Reporting by Tatiana Darie.
    [To skip directly to this segment in YouTube, click here.]

    Additional information:

    Unruly’s Video Chart is a free resource that powers the company’s product, offering a data set of more than 430 billion video views and tracking around 24 million shares per day.

    Reuben Stern is the deputy director of the Futures Lab at the Reynolds Journalism Institute and host and co-producer of the weekly Futures Lab video update.

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    The Reynolds Journalism Institute’s Futures Lab video update features a roundup of fresh ideas, techniques and developments to help spark innovation and change in newsrooms across all media platforms. Visit the RJI website for the full archive of Futures Lab videos, or download the iPad app to watch the show wherever you go. You can also sign up to receive email notification of each new episode. 

    Tagged: content marketing newscred unruly viral viral video

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