Map It Out

I’m speaking at Geekend Roadshow/DMA2011 in Boston tomorrow afternoon. At the end of my talk on “Paid Content in 2012 and Beyond” I will ask the content marketers in the room to create an editorial calendar.

According to Ad Age, some marketers are already doing so. Mercedes Benz, Nestle Purina and Weight Watchers, are all using editorial calendars to organize where and how they distribute content over social-media channels.

“The big “a-ha’ for marketers is that you have to think of your social presence as a calendar of editorial events that are dynamic and living,” said Razorfish CEO Bob Lord.

Mr. Lord has observed a steady uptick in companies realizing that it’s not enough to be on Twitter, YouTube and Facebook; they require a program to manage their presence.

“The need here has gone from “Go get me a million fans on my Facebook page’ to “Oh my God, I have a fanbase, and how do I keep them interested and engaged with content?’ An editorial calendar is a blueprint that’s an expression of the brand’s social voice,” Mr. Lord said.

I might add that content is more than the meat on a social sandwich. Content is also the stuff brands need to keep their owned media channels alive and well.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.