Borrowed Content September 2, 2008
Posted by blogonagall in Musings. trackbackIn her recent blog for PR Week, Julia Hood argues that traditional media procures most of the content that is used to benefit bloggers. She questions whether it is worthwhile to create content for blogs.
I think that her blog raises interesting issues about the future of spending. I really don’t find it surprising that blogs would use some of the same content created for other channels. The newest channel is often seen as supplementary. Until the metrics can provide a reliable ROI, the executives planning the spending probably won’t commit a large sum of money. Once a channel has been accepted it’s still not uncommon to recycle content. Integrated marketing is the process of using several channels to reinforce the same message. The message should be slightly different and appropriate for each channel, but it doesn’t have to be completely redesigned.
Although they have been slow to adopt certain new media, companies are now creating official blogs along with other social media. It is becoming very common place to see blogs on company websites. Otherwise I wouldn’t have read this article on a PR Weekly blog.
I think in the near future we will see ever increasing spending on blogs and social media, just as we saw a boom in internet advertising.
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