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Companies are realizing the value in “brands as publishers” and are making real commitments to the creation of content in their online marketing mix.
It's counter-intuitive--especially to Americans. But often less is more. When Erin Scime wrote a blog titled: "Content Strategist as Digital Curator", it's pretty clear that she didn't expect to stir up a whole lot of emotions and anger. Yet, that's what she did--at least in part. "I feel like there are a lot of bitter librarians out there," Scime told me.
NEW YORK (AdAge.com) -- Best Buy is now a publisher, rolling out a multichannel network filled with original editorial content spanning everything from how-to videos and gift guides to new-technology primers and behind-the-scenes looks at popular movies. The network, called Best Buy On, includes a website it bills as an "online magazine" and a huge in-store component with its content and ad messaging "broadcast" on screens across the store, including in the TV, mobile and portable entertainment sections. ... <p style="text-align:right;color:#A8A8A8"></p>
The following is an excerpt from “Make the Website Work: The Small Agency’s Guide to Creating Effective Marketing Sites for Themselves and Their Clients,” Mark O’Brien’s forthcoming book to be published in 2011 by Rockbench.
The extraordinary world of content strategists