Public Relations & Social Marketing Insight

There are always situations where leasing works, but if you can buy the asset of content, and you know that (if done correctly) the asset will grow in value, why would you ever pass up that opportunity...

If executed correctly, you can leverage (and re-leverage) that asset to continually communicate with customers and prospects. A great example of this is CMI’s 100 Content Marketing Examples eBook. That piece of “owned” content was made up of about 50 other pieces of “owned” content. For the most part, top-tier content marketing like this does not depreciate over time (it’s what publishing folks call “evergreen” content), unlike a car. Great content works more like buying a house or property — if it’s good, and can easily be found (location), it will go up in value....

Excellent case study on how a Napa Valley winery hit on a winning social media formula that pays dividends in both increased sales and brand loyalty.How can wineries use social media to increase sales when the law prohibits them from giving away product samples?Whitehall Lane, a 20-year-old Napa Valley winery run by the Leonardini family, has hit on a winning social media formula that pays dividends in both increased sales and brand loyalty....

Social Media - In the early days of social media, users interacted like real people do. However, in time, social networks evolved into pits of broadcast messages. Here's how companies lost their way ...

A dramatic transition in how, when and where content is consumed is afoot.... Deloitte’s State of the Media Democracy survey reveals that U.S. consumers are undergoing a dramatic transition in how, when and where they engage with content, devices and each other.

- Twenty-six percent of consumers are digital omnivores (own a laptop, smartphone and tablet).

- Tablet ownership increased 177 percent over the past year, with almost a third of tablet owners viewing it as one of their top three most preferred consumer electronic devices.

- Tablet owners stream movies 70 percent more often than non-tablet owners.

- More than 80 percent of consumers are multitasking while watching TV....

There are severalstories floating around the web about the Tesla / NYT back and forth saying “everyone is a media company now” (emphasis mine). But really it’s been this way since the ability to publish content digitally existed. The funny part of all this buzz is that many of the same media outlets and pundits I’ve seen sharing this story are the same people who declared self-publishing dead in the past.

And yet. This example proves once again that a self-hosted platform on a company or independently-owned domain is the most powerful response mechanism. It’s platform agnostic, meaning that media of all types (social, professional and otherwise) can link and react to it. Not true in walled gardens which lack the same flexibility and benefits. In fact, more people spending more times in macro social sites increases the value of this type of independent publishing....