47See Content Moments Everywhere
When the world's third-largest software company, Oracle, acquired content management company Compendium in October 2013, I first heard about it when Jesse Noyes emailed me an hour after the news broke, asking me for commentary on the acquisition for a piece he was putting together.
Jesse, a former journalist, heads up content at Kapost, a competitor to Compendium. That morning, he also took the opportunity to let me know that his boss, Kapost CEO Toby Murdock, had already formulated and published his early thoughts on the acquisition on the Kapost blog.
See what happened there?
Kapost was the one that broke the story to me and to others less than an hour after it happened. Understanding that this news was a big deal in the content marketing world, Kapost moved swiftly and was able to…
Use news of a competitor to insert itself into the heart of a story that essentially had nothing to do with it.- Use the news to be a thought leader, by expanding the immediate news story into a larger trends piece that has broader appeal.
- Capture early social love from influencers, and connect with influencers as well as industry analysts to offer them a platform ...
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