The big news in the technology business this week flowed primarily from the Apple’s WWDC 2013 and the official launch of the new OS for Apple devices. As is often the case in big technology announcements from major players in the space, the press coverage was decidedly mixed, so I've endeavored below to cherry pick some of the best pieces that appeared on the Web in the days following the event. One of the key parts of any WWDC (Worldwide Developers Conference for those that don’t ‘speak geek’) is always the keynote speech by Apple’s CEO – this year provided by Tim Cook – which outlines where the company plans to take its efforts in the coming years. While nothing will ever compare with Jobs’ famous “and one more thing” line which ended every speech he gave, this year appeared to be a success for Apple - although the jury is still out in the technology press about whether or not Apple is innovating or not.
Beyond just looking at the technology that drives business, I've also been fascinated by another topic that appears to be growing in importance for marketers and that is the concept of ‘content marketing’. One of the things that I've found interesting is that this is simply a new-fangled way of talking about business development. At the end of the day, people buy things from folks that they like doing business with and just as importantly from people they consider to be credible. Content marketing is a unique way of communicating to your customers, clients, general public etc and does so in a way that it expands on the reasons the Web was built in the first place… to share valuable information. This week the brilliant Mitch Joel (@mitchjoel on Twitter) published a great piece about content marketing… that I’d encourage you to review as you assess whether this is a strategy that can help you and your business.
And finally for this week’s +1… I wanted to draw your collective attention to an excellent new book by Jonah Berger called Contagious. One of the questions that I’m often asked in designing ad campaigns is ‘how to make something go viral’ and while I wish I had a better answer, the fact remains that setting out ‘on purpose’ to create a viral ad is something that just happens and not something that you can purposely make happen. I continued to believe that until I started reading Berger’s new book (a non-affiliate Amazon link to the book is enclosed below), and this week Beth Kanter (who’s blog I recommend you add to your ‘media diet’ each week) hosted a guest blog by Jonah that effectively lays out why my feelings on this topic may be changing.
So do YOU think that Apple is innovating as effectively as it should? Is content marketing a part of your toolkit or is this just another marketing 'fad' that seems to come along every few months? Can you really 'go viral' on purpose? I'd love to hear your thoughts either directly by email or in the comments below.