"A friend to all is a friend to none." -Aristotle
Content for the win | Vol. 3, No. 3

March 2014

Subscription-based media businesses like The Wall Street Journal and The New York Times demand that we pay for more than a smattering of articles. Comcast gets us to pony up each month for TV shows. I also subscribe to Spotify, TeuxDeux, Dropbox, iCloud and Netflix. How many subscriptions can one household maintain?

We are also enjoying a three-month trial subscription to SiriusXM. This has been my first consistent exposure to the depth of programming offered by satellite radio. Deep Tracks! But are we compelled to dish out $16/month, starting in a few weeks when the SiriusXM trial offer expires? Check back next month for the answer (I don't know the answer myself right now). 

I'm also a big fan of the subscriber model for agency services. Clearly, every company is not a media company; yet, every company has the opportunity to make meaningful media.

Your company's dynamic website(s) and various social channels run on relevant content delivered on a timely and routine basis, either hourly, daily, weekly, or monthly. To help you develop a winning content strategy, editorial calendar and execute on the vision/plan, Bonehook offers "Content for the Social Web" packages especially designed for SMBs. Packages start at $1000/month.

Please imagine a consistent flow of high quality content specifically created and/or curated for your audience. This is the modern face of relationship marketing. The content you offer is a vehicle for delivering shared interests. Shared interests bring friends together, and they can bring brands and customers together too. 

  1. Wieden+Kennedy unearthed lost commercials--the legendary agency's first ever for Nike in 1982. 
  2. New on Bonehook.com: Long live radical transparency. 
  3. RiberaVineyards.com recently launched its new website. Copy by Bonehook. I'm particularly pleased with this positioning line: Close to Portland. On the Path to Perfection.
  4. This RIBS test and Brand Lens offered up by Caryn Marooney, Head of Technology Communications for Facebook, is interesting.
  5. Darby Burn Strong, Flight Coordinator at LittleBird, kicked down a big time guest post for NTEN on online community. #proudhubs
  6. San Francisco restauranteur, Michael Mina, has opened Bourbon Steak in Glendale, Calif. Ask for Thomas!
  7. It is fun to be working with new clients in Bend, Oregon (home of 17 craft breweries and eight nine-hole disc golf courses). More on this development in the next edition of Content #ftw.
  8.  I bought a pair of Nike Lunar TR1 training shoes at REI last night (they were on clearance). The tag inside the shoe says "Made in China." It also directs me to NikeBetterWorld.com, where I can learn about Nike's efforts to make a more sustainable shoe. Two very different messages on one little product tag. 
Bonehook is a guide service and bait shop for brands. We help you find, shape and share your best brand stories. To book, call 503-970-3862. 
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"Everything a brand does is advertising." -Lee Clow

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