Figuring Out How to Leave a Significant Mark on a Google Friendly Web

November 5, 2012

Branded Media, what is it and what does it mean. Well, if you watched Felix Bumgartner jump from the edge of space a couple of weeks ago you know. What Red Bull pulled off was nothing short of amazing and is the core of what Branded Media is.

 David Armano penned an excellent article this week titled  Brands Will Become Media

“Becoming media companies may not be optional for brands. Felix Baumgartner didn’t do his stratos jump alone—he had the backing of a major brand (Red Bull), a team of ex-NASA scientists and Red Bull’s media team who covered the event, creating an infinite amount of media coverage that generated a nonstop wave of publicity. I’m not even sure how to estimate the value of this type of coverage, but suffice it to say that it’s significant and leaves a mark on a Google-friendly Web.”

 Note David’s last sentence, “Leaves a significant Mark on a Google Friendly Web”. That cannot be underestimated. Companies can buy their way to the top of Google by purchasing keywords and such, or they can create content, be it video, articles, and pictures that people find interesting and that they share with their friends. The later, organic method makes much more sense. Content that you own has an infinite shelf life, and keeps producing results well into the future.

When Red Bull decided to sponsor Felix Baumgartner’s record attempt to jump from the edge of space, they probably had a good inclination that it would be a good PR stunt. A PR stunt it might have been, but it captured the imagination of people around the world – to the point where even other brands attempted to leverage the buzz. According to a report by the Telegraph, the stunt generated over $150M worth of publicity.

The story had all the right ingredients to get people talking. There was adventure, suspense, danger, technology, and of course the boundless romance of space – that final frontier as one TV show put it. The suspense built up as Felix geared up for the launch, only for the jump to be canceled at the last minute. It seemed like every media house around the world was following the story minute by minute – publicity that is hard to come by without very deep pockets. Finally, on October 14th, Felix ascended to the heavens in his specially made capsule and took one giant leap of faith.

Where to Start

Perhaps jumping out of a capsule hanging from a balloon with millions of people watching seems like a stretch. It fits the Red Bull Brand. The point here is that your content needs to match and align with your core demographic, and be something your prospects find interesting, and that they will share. Red Bull isn’t the only major brand on the media bandwagon. Ford, GM and Subway are creating entertaining video content with progressing episodes that mirror a sitcom. 

 So where can you start, neighborhood events. In our own property management company  Urbane Apartments, we partner with local charities and festivals through our online magazine, The Urbane Life. What is going on this weekend that your residents, prospects and customers might find interesting and helpful. Become that go to source for all things local. There is a plethora of content you can curate. Is this an investment, yes, it doesn’t happen by itself. However, over time you will build a library of content and will be able to begin dropping your tradition means of advertising and marketing expenses will decrease significantly.  



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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