Industry Roundup: Airbnb’s New Content Plans + the Snapchat-ization of Forbes + Instagram

Industry Roundup: Airbnb’s New Content Plans + the Snapchat-ization of Forbes + Instagram. In this Adweek interview, Mildenhall says: So for the first time, and I do believe this is a world first, all of the marketing content is going to come out of the product content and all of the product content will have to serve as marketing. By that, I mean that every host has a 30-second trailer, every host has a poster. All of my print work is just going to be the hosts’ posters. All of my digital, video, TV, cinema work is just going to be the 30-second trailers. I’ll never start afresh, so as the business scales and the product creates this great content—which is created in-house by my team—then I have the media people who are looking at all the content and going, ‘Actually in this market this particular piece of content would work well,’ and we’ll push it out. Last week, Airbnb also released Airbnb Magazine, a 32-page print publication with content from Airbnb hosts. Forbes’ Chief Product Officer Lewis DVorkin is training the company’s journalists on the formats and encouraging them to experiment. To further support the initiative, Forbes is creating a custom content management system and a “progressive web app” that will allow users to interact with these content formats. Internal communication can be a challenge in large, enterprise companies, but IBM has found a novel solution: an internal radio station.

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Airbnb’s CMO Wants to Redefine Experiential Marketing With the Company’s New Offering (Adweek)

Now that Airbnb is expanding from a home-sharing platform to a “holistic travel” business that focuses on experiences, the company is rethinking its marketing, as well – and much of it will be content-centric, according to Airbnb CMO Jonathan Mildenhall. In this Adweek interview, Mildenhall says:

So for the first time, and I do believe this is a world first, all of the marketing content is going to come out of the product content and all of the product content will have to serve as marketing. By that, I mean that every host has a 30-second trailer, every host has a poster. All of my print work is just going to be the hosts’ posters. All of my digital, video, TV, cinema work is just going to be the 30-second trailers.

But I’m going to stitch the 30-second trailers together so I can do 90-seconds, so I can do a two-minute cinema ads and things like that. I’ll never start afresh, so as the business scales and the product creates this great content—which is created in-house by my team—then I have the media people who are looking at all the content and going, ‘Actually in this market this particular piece of content would work well,’ and we’ll push it out.

Last week, Airbnb also released Airbnb Magazine, a 32-page print publication with content from Airbnb hosts. Hearst is the publisher behind the magazine, which will release two issues in 2017.

In an effort to be relevant with the Snapchat generation, Forbes has been experimenting with…

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