Brands no longer need to rent time and space on someone else's channel (whether print, online or broadcast), but can and must create their own.
Kelly explains
...In today's post-advertising world, where interruption is dead, the only way brands can connect with consumers is through useful, relevant and entertaining content -- in other words, storytelling.
Gosh, where oh where could we tell our story...
CONTENT, CONTENT, CONTENT.
A marketer doesn't need to spend insane amounts of budget on placement in order to reach their audience. In fact, pushing information on an unreceptive audience may be one expensive backfire. It's time to start pulling your audience in, and there is no better medium today than a corporate blog to deliver tons of rich content to tell a story of your own.
FREE PLACEMENT? COME ON!
With a corporate blog, your communication opportunity is cheap, self-defined and seemingly endless. Blog's don't constrain your communication opportunity to 30 seconds, or 8.5"x11." And instead of pushing an unwanted message on an unreceptive audience, the blog becomes the perfect venue to fully engage, entertain and inform an audience.
Let's say you have an idea for a great new message...
You want it to be seen...
But you don't want to pay for placement...
Throw it up there! If the content is interesting, they will come.
It's no illusion! It's corporate blogging.
