How Any Brand Can Become a Publisher

If an advertiser wants to jump on this whole "brands as publishers" trend, they would seem to have two choices. They can hire editors and writers and start producing lots of their own content, like GE. Or they can have junior staffers or interns spend half the day trolling the Web to find articles, videos, photos, Tumblrs, etc. that fit their brand, and then start posting them to Facebook, Twitter or Linkedin. A New York startup called Rallyverse says it can automate that discovery and curation process, letting the interns get back to filing. For example, many advertisers—particularly any CPG brand with the slightest tie to the kitchen or dinner table—like to glom onto Thanksgiving. But unless you’re the Food Network, most brands don’t have a ready-made library of pie recipes and turkey brining videos. Rallyverse, founded in 2010, can offer that brand access to a nifty dashboard populated with all sorts of Turkey/stuffing-related videos and articles from all over the Internet. And it can tell that brand’s social media manager which content is getting talked about, reblogged or tweeted a lot at a given moment in time. So instead of hiring a bunch of food bloggers, the marketer that wants to attach its brand to simple Thanksgiving solutions can grab an article from say Food & Wine or Real Simple using Rallyverse’s dashboard, and quickly turn it into a Facebook post or a tweet. And presumably, the magazines happy for the endorsement and the traffic referral. There... Continue reading at 'AdWeek'

[ AdWeek | 2012-11-21 00:00:00 UTC ]
News tagged with: #luxury hotel #human touch #financial services

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[ Digiday | 2018-06-29 00:00:00 UTC ]
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[ Advertising Age | 2018-03-09 00:00:00 UTC ]
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[ Digiday | 2018-02-22 00:00:00 UTC ]
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[ Digiday | 2018-02-12 00:00:00 UTC ]
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[ Folio Magazine | 2018-02-08 00:00:00 UTC ]
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[ Digiday | 2018-01-22 00:00:00 UTC ]
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[ Advertising Age | 2018-01-12 00:00:00 UTC ]
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[ AdWeek | 2017-11-02 00:00:00 UTC ]
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[ Digiday | 2017-08-16 00:00:00 UTC ]
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[ Digiday | 2017-07-25 00:00:00 UTC ]
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[ Advertising Age | 2017-06-14 00:00:00 UTC ]
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[ Digiday | 2017-06-13 00:00:00 UTC ]
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[ AdWeek | 2017-03-30 00:00:00 UTC ]
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[ Advertising Age | 2016-10-19 00:00:00 UTC ]
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