It's time once again to recognize those working tirelessly to ensure humanity never runs out of content.
Welcome to the ContentMaxxer of the Month awards, where we celebrate the organizations that are elevating the art of ContentMaxxing: the act of constantly creating more better content.
As competition for attention intensifies, these companies are demonstrating that there's no limit to how much technology, time, and money you can throw at the problem. Whether that actually solves the problem is another question.
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Let's meet October's nominees...
1. YouTube: The Content Will Optimize Itself
Tired of constantly optimizing your YouTube videos? Great news: YouTube can now constantly optimize them for you.
At September's Made on YouTube event, the company unveiled new AI tools to critique videos, generate titles and thumbnails, and figure out what will perform best. Soon, YouTube will even be able to revisit older videos, test new thumbnails, and automatically replace underperforming ones.
Creators have already conducted more than 40 million A/B tests of titles and thumbnails. Now the entire process can become an endless loop: Make content, test content, optimize content. Then repeat.
Because the only thing better than spending your life making new content is spending your life improving content you've already made.
2. Marvel: The Avengers Assemble. Again.
Remember Avengers: Endgame? The three-hour superhero movie that earned billions of dollars at the box office?
Apparently, that wasn't actually the end.
Marvel brought Endgame back to theaters in September with a few minutes of additional footage. According to TheWrap, the re-release generated another $126 million worldwide in its first two weekends, pushing the film's lifetime gross to $2.92 billion and reclaiming the all-time box office record from Avatar.
It's a brilliant innovation in the Content Arms Race: Why spend hundreds of millions producing an entirely new movie when you can add a few minutes to an old one and sell tickets again?
3. The NFL: Running Up the Score on Content
The NFL has discovered that one football game simply isn't enough content.
The league's Global Content Engine, developed with Adobe, uses AI to turn marketing campaigns into an astonishing number of customized pieces of content. A campaign that starts with roughly 6,000 assets can produce more than 356,000 variations in different languages and for different platforms.
The NFL has also reduced some production processes that once took weeks to just minutes. It's the Content Arms Race on an industrial scale.
Apparently, the only thing more exhausting than playing professional football is keeping up with all the content it produces.
4. Goodwipes: Artificial Intelligence. Real Butts.
Finally, we have Goodwipes, the personal hygiene company that recognized an urgent problem with modern advertising: It takes far too long to produce commercials about wiping your ass.
The company worked with agency OK Future to create "Asstra," an AI-generated parody of OpenAI's widely panned Astra commercial.
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Ironically, Goodwipes used the very technology it was mocking to make the ads. Instead of spending weeks producing an ad, Goodwipes used AI to quickly capitalize on a trending commercial, turning another company's marketing campaign into an opportunity to produce more content of its own.
And what better way to use AI than to maximize the efficiency of your toilet humor?
Cast Your Vote!
Four brands. Four inspiring examples of what happens when the pursuit of attention becomes a full-time occupation.
But only one can earn the coveted title of ContentMaxxer of the Month.
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