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How to Create an Editorial Calendar

Editorial CalendarMost 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.

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Taking a Newsroom Approach to Content Marketing

content marketing trendsBrands have never cared more about content marketing. It is the hot topic for 2013, as brands look to leverage great content to expand their reach, drive more engagement or improve their search engine rankings – to name a few. Don’t believe me? Search any content marketing related keyword in Google Trends and you’ll find a spike in conversation this year around the topic (the graph to the right is for “content marketing” news headlines). [Read more...]

Your Brand As Media

brand-journalism-typewriterThree 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...]

Where To Spend Your Marketing Budget in 2013

If you’re a lucky marketer, when you ring in the New Year on Monday night, it will also mark the start of a new budget year for you. If this describes your situation, you’ve most likely spent the last month in planning sessions – figuring out how to get the most for your marketing dollars. If you’ve got your plan fully-baked, I’m going to hope that some of the tips I provide below are already on your roadmap for 2013. If not, I hope I can persuade you to consider some new options. If you’re a procrastinator and you haven’t started to think about budget allotment for 2013, I’ve done some of the work for you below. If it were my budget, this is where I’d spend it in 2013.

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