Chapter 20
Acquiring Content Assets
Buy land, they’re not making it anymore.
I recently sat in a marketing meeting with one of the largest producers of consumer goods in the world. The discussion centered on building audiences through content in various markets. In some of the markets, the company already had a solid content platform built. In others, there was nothing on the horizon.
The plan being discussed was an acquisition strategy of multiple properties where the organization would approach and, if terms were worked out, buy blogging sites and media properties that already had a built-in audience and content platform.
Sometimes it makes sense to build. Sometimes it makes sense to buy.
TWO THINGS
Blogging sites and media companies ...
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