When David Meerman Scott was kind enough to let me review his first pass at Real-Time Marketing & PR a few years ago, I remember thinking how amazing some of the stories were in the book. There were case study after case study about how powerful the consumer has become in the age of social media – and how ill-equipped most brands were to deal with issues in real-time. David has since added to the real-time discussion with his Newsjacking book, which further reinforces the need for brands to respond quickly to breaking stories or trending topics, to insert themselves into the news cycle when appropriate to earn incredible brand awareness. [Read more...]
Most magazines (print and online) publish an editorial calendar – a detailed summary of the cover story, feature stories or overall focus of each issue. Weeklies, dailies and quarterlies all provide an incredible amount of detail as far as a year in advance about what they plan to cover in future issues.
The editorial calendar is primarily a vehicle to help the publishing staff of these publications to sell ad space for future issues, since brands are most likely to advertise in an issue that focuses on a topic its core audiences will be most interest in. Over the years, editorial calendars for magazines have also been useful resources for clever PR professionals – useful guides to targeting PR opportunities for clients around major coverage areas. Most major PR software vendors now incorporate publication editorial calendars into their products, further simplifying the process of targeting PR opportunities based on what publications are writing about.
Three years ago, using the “earned, owned and paid” organization for media strategy sounded cool. The earned-owned-paid slide in my presentations generated eyebrow raises, versus the eye rolls that are more common today. Like any good marketing catch phrases, this one has probably run its course. I’m not saying the underlying principles aren’t still incredibly relevant – in fact, they’re probably more relevant today. That’s not the point of this post though…
When I first started talking about earned, owned and paid (and no, I was far from the first to start talking about it), I would describe the owned channel as brands owning the media channel, and would use the example of Nike being its own ESPN. In other words, you would eventually go to Nike’s website for news and information on all things sports. When we talk about content marketing trends and brands AS media today, that’s what we’re talking about. [Read more...]