June 19, 2024

Viral marketing: An expert checklist for creating branded content that spreads

One of the puzzling things about the spread of viral content is its unpredictability. A viral phenomenon explodes suddenly from nowhere and has everybody buzzing. Given its potential for massive reach at a fraction of the cost of traditional media, it’s not surprising marketers are looking for ways to “create” online buzz of their own. […]

Brand journalism, yesterday and today

My first marketing mentor was fond of saying, “The old is forever new.” I think he would be fascinated by the concept of brand journalism today. He’d consider it old-school. Except for the technology, of course. Back in the 1970s he founded a direct marketing agency that was among the first to produce hybrid direct […]