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Content Promotion, Earned Media, Executive's Corner, Owned Media, Paid Media, Shared Media Historically, advocacy has been a means of initiating change in society. It’s a form of communication that focuses people on an issue and rallies support to engage it and change it from “what is” to “what it should be.
Content Curation, Content Marketing, Executive's Corner, Owned Media Early this year Mark Schaefer electrified the content marketing community. In his post, “Content Shock: Why content marketing is not a sustainable strategy,” he argued, at its current rate of growth, content marketing won’t make economic sense for some to pursue as a strategy.
Earned Media, Executive's Corner, Owned Media, Relationship Building There’s a problem in marketing that’s keeping my colleague awake at night. He wants to provide his clients with excellent results, but finds new and emerging channels of communication present a perplexing problem. In this article, “The Late-Adoption/Profitability Paradox,” he hypothesizes that emerging se ...
Harnessing the power of Twitter to spread the word about your brand is good for earned media. In fact, a retweet or mention from another person is considered earned by some. That is, you created a message so relevant to the reader that they decide it’s important to share it. While we could expound on how to write tweets that get shared, Twitter offers best practices, and Gary ...
What I am about to share isn’t the conventional wisdom most professionals would prescribe. It’s a media relations strategy aptly described as “walking to the beat of your own drum.” This may sound odd to you because most professionals would say earning mentions in stories that are occurring in the media right now holds tremendous value.