A survey of B2B marketing execs by Seismic and Gatepoint Research shows that they’re feeling the pressure to make great content, and they aren’t impressed with how they’re holding up under that pressure.  eContent reports 47% say their ability to handle content is average or worse.  What’s making it so hard and confusing for them is, in order, sales people wanting one-off content, content not getting used by sales because they don’t know where it is, having no clue what content works and what doesn’t, and being unable to keep up with the demand for content.  In fact, just updating content to make sure it’s got the right branding is taking them 3 to 6 months.  Want to blame something?  Believe it or not neither Trump nor Clinton are to blame, it’s old school tech and processes making sure everything is nice and inefficient.

How big a part does Uber play as a distribution channel for your content?  I’m tweaking you, I know you’re doing good to be on Facebook and Email.  But nonetheregardless, Uber is teaming up with Yext so you can book rides to restaurants and shops.  And Andrew J . Hawkins writes in The Verge that while you’re on the way, if you’re on the Uber app, you’ll get links to content based on where you’re headed.  So if you’re going to Applebee’s, you might get a link to a video about the history of potato skins.  Applebee’s could also put a “Call me an Uber” button on their website.  Uber’s Chris Saad thinks it’ll take the friction out of getting customers to brands’ doorsteps.

No question it helps make life easier if people more influential than you say good things to their fans and followers about your content or app or whatever you’ve got.  But Victor Ricci with Trend Pie says there are some things we believe about influencer marketing that aren’t necessarily true.  Now keep in mind, he was mostly talking about influencing app downloads, but we can chomp on this food for thought where content is concerned too.  They include Myth 1: Famous influencers are best.  Not in cost effectiveness terms.  You can pay thousands for one tweet, but what good is one tweet going to do you.  Spread that money out amongst several smaller influencers and you’ve got more impact.  Myth 2: Influencers are for branding and impressions.  Nope, the best ones do that AND get you engagement.

Add another big brand to those launching in house studios.  This time it’s Unilever.  You know, the Lipton and Country Crock people.  They own a ton of brands.  They might even own you.  But check this, Netimperative reports they’re launching not one, but two studios.  One is for “U-Studio.”  That one’s for what they call “needs” content, stuff consumers look for about a specific product.  The other one is “U-Entertainment,” and that one is for teaming up with entertainment partners to make cool stuff.  They’re looking for global directors for both teams by the way.  They didn’t call me, I don’t promote myself enough.  But they are working with Oliver Group, which has in the past helped Ryanair and BMW with brand contenty-type stuff.

If you think what you do in the digital space is safe from Facebook sticking its big blue F in it, you’ve got another think coming.  Here comes Facebook Marketplace to also do what eBay and craigslist do, help people sell stuff to each other.  There’s going to be a shop icon at the bottom of your Facebook phone apps in some countries, and clicking it lets you browse nearby goodies and narrow using categories and filters.  Director of product management Mary Ku says if you want to sell on it, just take a picture of the cherished item you’re sick of, categorize and describe it.  The actual transaction is up to you and the buyer.  Facebook isn’t yet in the business of handling the payment or helping delivery details.  Now get out there and find out how little your valuable stuff is really worth.

If I know you like I think I do, you’re deeply committed to the truth and would never try to fool anyone.  So it’s going to be helpful for your Boy, or Girl Scout, virtuousness to know that YouTube now lets you put text over the first part of your influencer videos that let people know the video they’re watching includes paid promotion.  It’s mega smart to tap into influencer audiences, but you want to shoot straight that your influencer is working for you.  Product manager Muli Salem says viewers appreciate total transparency when brands and influencers work together and will think more highly of your brand if you’re up front.  The disclaimer can also be put on existing videos without messing up view count.  All this of course against the backdrop that there is no global disclosure standard.

This podcast is about content, so you think blog, video, or God forbid, podcast.  But what you as a brand say in conversations with your customers and prospects is also a kind of content.  And like the other content, if it’s not there, you’re going to start feeling the pain.  A study by Applied Marketing Science and Twitter (which by the way, if you want to buy it I think they’re taking offers) says when a customer tweets a brand, be it to ask a question or complain, and actually gets a response, they’re willing to spend 3-20% more on average on a product from that brand.  They’re 44% more likely to share that interaction, and 30% more likely to recommend the brand.  The faster the response, the better the results.  Twitter’s Wayne Huang adds that even 69% of people who bitch-tweet felt better about the brand if they answered.  And have this fun fact for dessert; McKinsey & Company says support interactions on social cost 1/6th of what they do in a call center.  Your call is very important to us.

That’s it.  Follows are like a pat on the head @mikestiles.