Guess What? Brand Journalism Is Really Really Hard
Brands have jumped into the content marketing game with fervor. We've all heard exclamations of “Content drives relationships!” abound at agency new business meetings and trade conferences.
The truth is, brand journalism is not for wussies – and at Ask.com we know this full well. In 2013 we launched our own content marketing experiment, called TheKnow -- a soup-to-nuts digital lifestyle enterprise designed to answer the questions people didn’t know they had through entertaining and compelling content. We determined our point of view and brand vision, hired an editorial director, tapped a slew of professional contributors, and developed a robust, multi-layered editorial calendar, marketing and social media strategy. In short: we didn’t mess around.
One year later we can share with you everything we learned, such as:
Additional Supporting Materials
- Valerie Combs, Vice President, Communications & Customer Service, Ask.com
Heather Sundell, Creative and Editorial Director, Dotted Line Communications
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