These days, every company wants blogs to cover their product announcements. After all, most customers rely on a Google search as their primary source of product research and increasingly trust blogs more than traditional media outlets. Guy Chapman’s excellent “how-to” for corporate content on Wikipedia (trust me, it’s a must-read!) brought to mind one key area where many corporate marketers still fall short: Product launch collateral. Even as they increasingly turn to bloggers for coverage, marketers still rely on the same stale “press kit” components from yesteryear. This new media world needs a new kind of collateral!
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