The volume of internet content is reaching staggering heights, and most of it is now being consumed on mobile devices — specifically smartphones. Brands have resorted to creating sticky, junk-food-style content in order to garner eyeballs and revenue. But there is a better way for brands trying to cut through the noise in this new era: finding engaging with subcultures. We talk about what that means, along with this week’s news and we tackle the question, “Do you need a mobile app for your business?” News * File this under, “Another reason to speed up your site with AMP and Instant Articles” — Google is featuring AMP content in the search results, and according to Torque, AMP and Instant Articles are going to revolutionize the internet. Josh has been using PageFrog with WordPress to try to implement both. Instant Articles for WP might be a better option — at least where Instant Articles for Facebook is concerned. * What are thepharmas-are-doing-what-on-periscope-update-on-landscape.html"> big pharmaceutical companies up to on Periscope? Our show today is brought to you in part by Startup Vitamins. Check out all the awesome posters, mugs, shirts, hoodies, and other startup swag, and get $5 off your first purchase! Click here to see all the Startup Vitamins goodies and claim this deal. Show Notes Josh found this Medium post from David Armano entitled, The Death of Content Marketing: Why Brands Must Become Cultural Currency. It’s becoming more and more difficult to cut through the noise of content overload, especially in the face of “junk food” content that’s super-sticky and native to every platform. What can businesses and brands do? They can now find those content providers who are dominating in a subculture and providing a readily identifiable, an often passionate, market. The kind of market research that companies traditionally pay thousands for may now be ready-made. That means markets and startups and businesses in general should be creating ways of reaching that target group and collaborating with those content providers. The article is worth a read, despite its click-bait title. Our show today is brought to you in part by Hootsuite. Manage all your social networks in one place — whether you’re doing it as an individual or as a team — and schedule your posts, track critical metrics, and gain access to big-business tools… all on a small business budget! Click here to check out Hootsuite today, and give Hootsuite Pro a spin absolutely free for 30 days. A businesses-will-have-a-mobile-app-by-2017.html">story in Small Business Trends makes a remarkable claim, that nearly 50% of all small businesses will have a mobile app by 2017. Based on a 2016 survey conducted by Clutch,