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acebook has known for a while that the things its users talk about are supremely interesting and relevant for advertisers. Twitter proved that basing an advertising model around brand mentions really works; Facebook is bound to follow suit. Already, we are seeing Facebook taking steps into Twitter’s territory by showcasing which topics and brands are trending in users’ News Feeds, and by aggregating hashtagged terms

Offline conversion for retailers. Speaking of consumers’ path-to-purchase on Facebook, the ability for retailers to track offline sales conversions from ads viewed on Facebook is another critical step Facebook is taking to give advertisers deeper insight into how their ads actually drive some type of consumer action.

LinkedIn’s Publisher Platform is the user-facing component to what has become a robust media arm at LinkedIn, largely propelled by its acquisition of news-reading app Pulse, and its content often feeds into daily news aggregator LinkedIn Today.  The platform, which allows users to connect and share content with others, is part of LinkedIn’s strategy to grow the frequency with which users interact on the website. The staged roll-out will provide access for roughly 25,000 users on LinkedIn, with the goal of a global roll-out within a few months.

The single-most engaging, and simple, content marketing strategy is to create a reason and method for your audience members to supply content. Whether you ask them to submit photos using your product or you’re posting an engaging question of the week and aggregating answers for a roundup blog post, you’re building in the emotional trigger: they are the content. When someone sees their own photo, their name and contribution, they share like a proud parent. It’s like your own “easy button” for creating engaging content.