The title of this issue comes from UK artist Dido and her second album, “Life for rent”. OK, so I may again be stretching the definition of ‘classic’ album, but it was a hot seller back in 2003, and there is a line from a track on the album that speaks to the theme of this issue.
And the theme of this issue is the decision marketers need to make about building an audience on ‘rented’ land, like social media platforms, Medium and LinkedIn, or take the long road of building an owned digital channel.
The inspirational lyric:
But if my life is for rent and I don’t learn to buy Well, I deserve nothing more than I get ’cause nothing I have is truly mine
Life for Rent – Dido
See what I mean with that lyric?
If you are building a brand on someone else’s platform; nothing you have is truly yours.
We have some fantastic insight from our house band of marketing writers and CMOs, plus we spin the dial on the interwebs for The Sample and get some different views on the rent vs. build conundrum.
Is there a better example of the theme of this issue of renting versus building in marketing? Although Quibi owned the land, they didn’t own what they put on it, and it seems they’ve danced their last dance. …
Dennis Shiao runs a popular content marketing meet-up and newsletter and he shares how he uses rented platforms and attention to build on his own land. …
Keith Smith weighs in on the theme of this month’s issue: Should we build our audience on rented land, like social media, or develop a property of our own? And it’s typically no-nonsense.. …
Carmine Mastropierro brings us some practical advice on the theme of this months issue, should you build or rent your digital property? Carmine suggests we hedge… …
Ted Rubin has built an audience, you don’t become the most followed CMO on Twitter without one. So, what is his advice; should we build our content strategy and audience on rented land …
Welcome to The Sample, where we spin the dial on the interwebs and record what plays to this month’s tune. The beat for this month’s tracks; should we build or rent for our fans? …
We asked Eric Jan van Putten, VP Marketing at Dynamicweb, should we build our content strategy and audience on rented land? Eric gives us a great perspective through an eCommerce lens. …
Maybe not a Rockstar CMO, just the founding editor of Rockstar CMO. Ian is a techie turned veteran B2B marketer, a former product marketer, CTO, CMO and industry analyst. Today, If content is king or queen, Ian is here to serve, whether it’s content marketing, strategy, or tech, he’s into it.
