The old model of interruption advertising is over. Content marketing and telling brand stories by  offering interesting, useful entertaining content that engages your audience and provides information they want to read is what works today.

“The power has shifted to thousands of small conversations that can to grow to influence millions,” writes Wayne Arnold in Advertising Age. “Place a greater focus on brilliant brand storytelling and content that gives rise to as many relevant and deep conversations as possible, both on and offline.”

Target is rght on the money with their new venture - Red Hot Shop.  Red Hot Shop is a partnership with The Daily Candy, a free daily newsletter and website aimed at young, influential women.  Candy covers fashion, boutiques, restaurants, and local finds in key markets across the U.S. and London.

Red Hot Shop, will feature products from up and coming designers selected by DailyCandy editors, along with articles and artwork by the DailyCandy team, reports the Wall St. Journal.

PR Lesson:  It makes good sense to partner with someone who already has the audience you want to reach. Find the places they ‘hang out’ online and listen for what they’re interested in.  Provide  great content that tells your brand story and ignites conversations.

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This entry was posted on Tuesday, June 9th, 2009 at 9:58 am and is filed under Advertising, Content, Email, Interaction, Marketing, Newsletters, Tips, Tools. You can leave a response, or trackback from your own site.

About the Author: Sally is the author of Website Content Strategy blog: Information about the shifts in media consumption and the use of technology in marketing and PR so business can stay in touch with their rapidly moving audiences.