Consistent Content Has a Cost

December 6, 2011
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Wow, another year is about to slide away into the history books. I hope you have all had a great year. We have been plenty busy at the Urbane Laboratory this year. We have learned a ton of marketing tricks this year. Some worked well, some not so well, but they all made us better at seeing and acting on opportunity.

 

 

 

 

The Cost of Social

Perhaps the biggest revelation has been that small business through mid size companies are realizing the cost of producing quality content. Many have gotten past having their young nephew or niece set up their Twitter and Facebook presence and thinking they are now doing “Social Media”.

I have watched some of my apartment operator friends who jumped into the Social Media Game early on, who in 2009-2010 slashed marketing expenses significantly, only to add back, or trade some of those cost savings for new media advertising and outreach. You see, once you start, effective social marketing is an ongoing trek. The ones who have stopped, typically need to revert back to old ways of advertising, because for the most part, stuff  doesn’t sell unless you advertise and market your product offering, and although many of the social tools are free, execution isn’t. Effective execution is even more expensive.

Branded Media

We believe that the trend will be for companies to become “publishers” so to speak, and will create their own Branded Media. That scares many of my business friends, as it will require new skills, different hires and a whole additional layer to manage. That alone has sent some businesses to return to their old advertising ways. The problem, it just doesn’t work so well anymore.

Build Your Own Branded Media

Eric Brown

Eric’s background is rooted in the rental and real estate industries. He founded metro Detroit’s Urbane Apartments in 2003, after serving as senior vice president for a major Midwest apartment developer. He established a proven track record of effectively repositioning existing rental properties in a way that added value for investors while enhancing the resident experience. He also established Urbane Media, a social media marketing and PR laboratory, where innovative marketing ideas are tested. Eric has been featured in Entrepreneur Magazine and Business Week Magazine. You can connect with Urbane_Media on Twitter. Eric also writes regular articles for the following publications;  Multi Housing News Social Media Examiner Search Engine Guide

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