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…, and meal suggestions from expert trainers, doctors, and dieticians—none of which advertises Subway in any way (and which sometimes even advises making your own meals at home). In addition, the brand sponsors shows, such as The Biggest Loser, and events like the American Heart Association Heart Walk. All together, this content builds a picture of what…
Setting the rules and guidelines that govern the way your brand acts on social is one of content marketing’s trickiest—and most crucial—challenges. It’s a high-wire balancing act: Put too many checkpoints in place and nothing creative ever gets approved; operate without a plan and you wind up facing a PR disaster. Just ask US Airways.