Tag Archives: Distribution

All Media is Paid

Can we stop pretending there are media categories called earned, owned and paid? They are ALL paid. And they always have been. Earned media is pitching stories and concepts to existing publishers and having them write about your company, product or service. The idea was to tell publishers – be they reporters or producers – a […]

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Why Brands Are Starting to Hate Facebook

Yes, I get it. Facebook is HUGE. It’s THE social network. Nothing else comes close. Yet it seems like they are clueless when it comes to working with brands. With understanding how marketing actually works within large enterprises (the tension for example between communications/PR and advertising). Facebook also seems perplexed about what marketers really want to be able […]

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Content Distribution Starts at Zero

You’ve just developed a great piece of brand content: a video a blog post an infographic a survey How many people are going to see it? Without a content distribution strategy you should expect exactly zero. That’s right. Nada. No one. Zero. The days when you could post content on social channels and expect large […]

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Content Distribution is the New PR

  Here’s a lesson I never forgot. When I departed journalism to become a PR consultant, I carved out a specialty at media relations. I excelled at getting the business media – Businessweek, Wall Street Journal, Fast Company and many others – to write about my clients. I can remember one client getting frustrated with […]

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A Distribution Manifesto

Let’s talk Ron Burgandy. I’m sure you’ve all seen the spot on ESPN where Will Ferrell interviews Peyton Manning. It was broadcast on-air and the video now has 3M+ views on YouTube. People have been sharing it everywhere and bloggers and media are talking and writing about it. So was that a paid spot? Or […]

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The 3 Primary Ways People Discover New Content

Why waste your time buying advertising? Advertising is what most people try to avoid. They hate commercials (except at the Super Bowl). They hate pop up ads. They hate billboards. Let’s face it – they hate advertising. It’s also a terrible way to introduce people to your content. What’s better? A distribution strategy that mixes […]

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Paid, Earned or Owned? It Doesn’t Really Matter!

On digital and social channels one thing matters: Results. For the most part what constitutes a result is grabbing the attention of your audience. That audience can be customers, employees, media, influencers or all of the above. That attention you’re grabbing comes in many shapes and forms as well: likes, followers, fans, interactions, engagement and […]

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Begging is not a Distribution Strategy

The old method of getting your corporate “news” distributed: Paying a wire service to distribute your news release Begging news reporters to turn your press release into a news article Okay, maybe begging is a bit of stretch. Public relations consultants don’t necessarily beg. They have other tools to call upon in placing “news” at […]

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Be the News

Stop pitching news stories to the media. Seriously. Instead break your own news. Tell your own story. Take your own photographs. Create your own graphics. Produce your own video. Research your own study. Why give all the good stuff to the media? Especially now. You have your own publishing channels. You have a website – […]

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Platforms Don’t Really Matter

Is Instagram going to kill Vine? Is Twitter catching up to Facebook? Is Facebook blowing it? At the end of the day, it doesn’t really matter. As a brand, you shouldn’t get obsessed about one social platform over another. What you should care about is telling stories. Publishing them on the channels you’re using and […]

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