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Two new developments from the international market show that content marketing is moving in two parallel directions: employee-created content to boost authenticity, and the integration of AI into the data and content distribution ecosystem. For Vietnamese marketers, this is not just a “trend” story, but a clue to building trust, optimizing content production costs, and improving reach in the social-first era.
Starbucks tests TikTok to drive employee-generated content
According to Marketing Dive, Starbucks is piloting a program on TikTok to encourage employee-generated content (employee-generated content). Rather than relying solely on brand accounts, this approach puts employees in the role of storytellers, sharing work experiences and everyday perspectives from inside the store.
From a content marketing perspective, this is a notable direction because employee content often feels more relatable, less “ad-like,” and more likely to spark organic engagement on short-form video platforms. However, this model also requires clear standards around messaging, privacy, brand safety, and platform usage guidance to avoid communications risks.
The key lesson here is not about “posting more videos,” but about the brand trying to turn people inside the organization into part of its content creation system. For retail, F&B, education, or service brands, this is a model that can make content feel more alive, more authentic, and more sustainable than campaigns that depend only on a studio or KOL.
Source: Marketing Dive.
What did LiveRamp say about its partnership with OpenAI and the reshaping of the ad ecosystem?
In another Marketing Dive report, LiveRamp’s CEO shared thoughts on the partnership with OpenAI, while also referring to the context of the Publicis deal being closely watched. While the specific strategic details need to be viewed in the broader industry context, this move shows that data platforms and marketing technology companies continue to seek tighter ties with AI to support personalization, measurement, and content distribution.
For content marketing, the biggest implication is that content is no longer judged only by creative ideas, but also by its ability to be “activated” at the right time, for the right person, and on the right channel. As data, AI, and adtech systems become more closely connected, marketers will gain more tools to optimize the content journey, but they will also need to be more careful about data transparency, privacy, and platform dependence.
This news reminds marketing teams that the content race is shifting from “who writes better” to “who can organize the content ecosystem better.” Businesses that know how to connect customer data, content, measurement, and automation will have a clearer advantage in scaling campaigns while maintaining experience quality.
Source: Marketing Dive.
A perspective for the Vietnamese market
For Vietnamese marketers, these two stories together offer a practical lesson: effective content does not necessarily have to start with a large budget, but with the ability to tap the right available resources. Employees, in-house experts, frontline staff, or even customer data can all become raw material for building more authentic and deeper content.
In the short term, Vietnamese businesses can experiment with formats such as behind-the-scenes videos, employee stories, instructional livestreams, or “insights from insiders” content. In the medium and long term, investing in data, user segmentation, and distribution automation will determine whether content reaches the right people.
The key point is not to separate creativity from the system. A strong content marketing strategy today needs a clear brand voice, a flexible production mechanism, and measurable performance. That is also the path that helps Vietnamese brands compete better in an increasingly crowded digital environment.
Compiled source: Marketing Dive.
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References
- Starbucks pilots TikTok program for boosting employee-generated content
- LiveRamp CEO dishes on OpenAI partnership, looming Publicis acquisition
