The Owned Media Observer

Shane Schick
  • 0,0 (0)
  • Marketing

A podcast that applies media criticism to content marketing -- identifying which of the new breed of publishers is best serving their audience, where the biases are and what others can learn. Season 3 coming September, 2020

  1. How Costco Connection Became One Of America's Biggest Magazines

    30.09.2020

    How Costco Connection Became One Of America's Biggest Magazines

    Being an executive member of the grocery and retail giant has its privileges -- specifically a print and online publication that's filled with recipes, health advice, tech tips and feature interviews.  In this episode I explore:  The balance Costco Connection strikes between true editorial and flat-out PR What's missing from the mix, and where Costco Connection could be improved Ideas from Costco Connection other content marketers to adapt and apply Links:  https://www.costco.com/costco-connection-online-edition.html https://www.cnn.com/2020/02/24/business/costco-connection-magazine-retail/index.html http://www.mediapost.com/publications/article/245123/costcos-surprisingly-large-circulation-magazine.html

    15 Min.
  2. The Coca-Cola Journey Brought Soft Drink Stories To Fans Around The World, But Did It Go Far Enough?

    05.03.2020

    The Coca-Cola Journey Brought Soft Drink Stories To Fans Around The World, But Did It Go Far Enough?

    More than 20 international editions. More than 12,000 pieces of content published in the first year. Available in 14 different languages. The scale at which Coke developed its digital magazine may be unprecedented. But what has it actually been saying, and how well does it resonate since the project began in 2012?  Links in this episode:  https://www.prweek.com/article/1277996/coca-cola-extends-content-strategy-unbottled-blog https://www.businesswire.com/news/home/20160913005914/en/Coca-Cola-Journey%E2%84%A2-Takes-Storytelling-Road https://contently.com/2014/01/29/one-year-later-is-coca-cola-journey-a-success/ https://www.coca-colacompany.com/ https://digiday.com/marketing/whats-next-cokes-branded-content-site-journey/ https://www.coca-colajourney.com.pk/ https://www.coca-colajourney.co.nz/ https://www.coca-cola.co.uk/ https://www.coca-colaindia.com/

    20 Min.
  3. Why Uber's Vehicle Magazine (Like Its Previous Two Publications) May Have Stalled

    28.02.2020

    Why Uber's Vehicle Magazine (Like Its Previous Two Publications) May Have Stalled

    First came 'Arriving Now,' aimed at riders attending New York Fashion Week in 2015. Then there was 'Momentum,' which offered content exclusively for its drivers. Most recently was 'Vehicle,' a digital magazine that focused on Washington in Seattle. It doesn't appear to have been updated since its launch two years ago, but remains a fascinating study in how the startup that ignited the sharing economy has been trying to change the narrative.  Links in this episode:  https://www.thedailybeast.com/yep-uber-now-has-its-own-magazine https://www.seattlepi.com/business/article/Uber-rolls-out-Vehicle-a-magazine-that-shares-13044304.php https://www.thedailybeast.com/yep-uber-now-has-its-own-magazine https://www.scribd.com/doc/257417698/Momentum-Magazine-Issue-1 https://www.vehicle-magazine.com/

    20 Min.
  4. Open Up California Closets' Ideas Of Order Magazine To See How It Makes Space For All Kinds Of Stories

    21.02.2020

    Open Up California Closets' Ideas Of Order Magazine To See How It Makes Space For All Kinds Of Stories

    In the beginning there was HUSH magazine, but after initially backing away from the idea of its own publication, California Closets decided to do a sort of renovation, or rebuild. The result is Ideas Of Order, now in only its third issue in three years. Get a sense of why a closet company needs more than a catalog, and come away with ideas about beauty, confidence and joy.  Links in this episode:  https://www.dailymail.co.uk/femail/article-7996315/Martha-Stewart-creates-exclusive-line-chic-organizational-solutions-entire-home.html https://www.poetryfoundation.org/poems/43431/the-idea-of-order-at-key-west https://www.behance.net/gallery/18725471/Hush-Magazine https://businessofhome.com/articles/california-closets-debuts-a-magazine-and-it-s-beautiful https://www.ideasoforder.com/digital-issue/ https://www.ideasoforder.com/features/short-form/the-astonishing-wonder-of-effervescent-joy/

    21 Min.
  5. A Close Read Of Lithub, The Site That Gave Book Publishing The Online Salon It Needed

    13.02.2020

    A Close Read Of Lithub, The Site That Gave Book Publishing The Online Salon It Needed

    It was a highly ambitious goal: to find and curate what's best about contemporary literature on the web and bring it into one place. Similar projects had already failed. Yet Grove Atlantic, in partnership with the magazine Electric Literature, has pulled off something extraordinary. If you work in marketing for an industry that's facing disruption, find out how one of the most analogue forms of communication is making a home for itself on the Internet.  Links in this episode:  https://www.nybooks.com/daily/2013/03/16/strike-start-founding-new-york-review/ https://www.wsj.com/articles/literary-hub-is-a-new-home-for-book-lovers-1423169915 https://www.washingtonpost.com/news/arts-and-entertainment/wp/2015/03/17/literary-hub-wants-to-bring-together-everything-literary-on-the-internet/ https://lithub.com/ https://lithub.com/the-graveyard-talks-back-arundhati-roy-on-fiction-in-the-time-of-fake-news/

    21 Min.
  6. How Morsel by Plated Found The Winning Recipe For Food Content Marketing

    07.02.2020

    How Morsel by Plated Found The Winning Recipe For Food Content Marketing

    Its home delivery service may be no more, but the startup now owned by grocery firm Albertson's should look at continuing Plated's culinary content hub, which has all the right ingredients to build and sustain a community of foodies. And even if you're in a completely different kind of market, I offer some perspective on how you could apply Plated's approach to connecting and building relationships with customers.  Links In This Episode:  https://www.supermarketnews.com/deli/albertsons-has-new-plans-plated https://www.marketwatch.com/press-release/plated-celebrates-mothers-day-with-special-holiday-menu-2017-05-02 https://blog.blueapron.com/the-secret-story-of-soil/ https://www.plated.com/morsel/ https://www.plated.com/morsel/asmr-video/ https://www.plated.com/morsel/table-inspiration-sandy-chilewich/ https://www.plated.com/morsel/tips-dating-food-lover/ https://www.plated.com/morsel/sweet-vs-savory/ https://www.plated.com/morsel/what-is-white-chocolate/

    20 Min.
  7. Unpacking Away's Here Magazine And The Power Of Branded Travel Writing

    31.01.2020

    Unpacking Away's Here Magazine And The Power Of Branded Travel Writing

    Away is best known for its chic but affordable luggage -- or at least it was, until a news story revealed a toxic work culture that stemmed from its controversial CEO.  In another part of the company, though, sits Here Magazine -- an owned media property that uses some standard elements of the genre but offers some very personal takes on them. And there are some ways the content marketing reflects the brand in ways I never expected.  Links In This Episode: https://www.theverge.com/2019/12/5/20995453/away-luggage-ceo-steph-korey-toxic-work-environment-travel-inclusion https://www.nytimes.com/2020/01/13/business/steph-korey-away.html  https://medium.com/authority-magazine/female-disruptors-steph-korey-and-jen-rubio-are-shaking-up-how-we-look-at-travel-618cbcf7e2bb https://www.fastcompany.com/40590583/up-up-and-away-the-luggage-upstart-taking-on-industry-giants https://www.awaytravel.com/ca/en/airplanemode https://leanluxe.com/scoop-aways-new-brand-extension-a-quarterly-travel-magazine-called-here/ https://twitter.com/away/status/885514302349856769?lang=en https://www.fastcompany.com/40590583/up-up-and-away-the-luggage-upstart-taking-on-industry-giants https://www.heremagazine.com/articles/paris-mallorca-travel-anxiety

    21 Min.
  8. The Priceless Lessons Wealthsimple Magazine Could Teach Content Marketers

    24.01.2020

    The Priceless Lessons Wealthsimple Magazine Could Teach Content Marketers

    It was already being bold and innovative by entering the world of "robo-advisors," but Wealthsimple has become as noticeable for its storytelling as for some of its other business moves. Wealthsimple Magazine, which evolved from a blog called Grow, has created several major content pillars, the best known of which -- Money Diaries -- contains human-centered narratives that will outlast their use in helping build affinity with customers. Believe me, this episode will be worth listening to.  Links in this episode: https://www.wealthsimple.com/en-ca/magazine/introducing-the-new-wealthsimple https://www.wealthsimple.com/en-ca/magazine https://www.fastcompany.com/40484278/how-wealthsimple-uses-star-power-to-break-through-money-anxiety

    21 Min.
Alle anzeigen (17)

Trailer

Info

A podcast that applies media criticism to content marketing -- identifying which of the new breed of publishers is best serving their audience, where the biases are and what others can learn. Season 3 coming September, 2020

Informationen

  • Erstellt von
    Shane Schick
  • Jahre aktiv
    2019 - 2020
  • Folgen
    17
  • Bewertung
    Unbedenklich
  • Copyright
    © Shane Schick
  • Sendungswebsite
    The Owned Media Observer