Raidious CEO Co-Authors 'The Owned Media Doctrine: Real-Time Brand Newsrooms'

In 1996, Bill Gates posited that "content is king." Seventeen years later, marketing professionals are now listening, but are they following through?

Taulbee Jackson, CEO of interactive marketing company Raidious, and Erik Deckers, professional blogger and co-author of "Branding Yourself" and "No Bullshit Social Media," think not.

In their new book, "The Owned Media Doctrine: Real-Time Brand Newsrooms," Jackson and Deckers give businesses an in-depth road map to follow through on Gates' assertion. It is about developing an approach to creating content using the applied theory of owned media and the same kinds of production methodologies employed by CNN, ESPN, NPR and other news organizations.

"In this remarkable and remarkably useful book, Jackson and Deckers provide the granular, step-by-step instructions and advice that senior digital marketers have craved for years," said The New York Times best-selling author Jay Baer, who wrote the foreword to "The Owned Media Doctrine: Real-Time Brand Newsrooms." Baer
continued, "This is the book you'll keep on your desk forever (or at least until they have time to write the second edition)."

Owned media, as defined by the authors, is the "unifying theory" for all of the various online marketing tactics that have arisen over the years. It's about the channels a brand owns or controls, versus paid and earned media (advertising and public relations), where a brand's content and platform is controlled by someone else. More simply, owned media is a brand's YouTube videos, infographics, blog posts, photos, Facebook posts, tweets and the list goes on and on.

"Brands need customers. Customers come from audiences, and we know to build an audience, brands need great content," Jackson said. "We decided to look at which organizations are in the actual business of audience building, across multiple channels, in real time, rather than just marketers ... and it's the news media. The approach we outline in the book has been proven effective for news media companies, and we've found it is incredibly effective for brands as well."

From theory and strategy, to restructuring and execution, "The Owned Media Doctrine" is a detailed outline on how and why to implement a brand newsroom and an owned media strategy within your company.

The "Owned Media Doctrine: Real-Time Brand Newsrooms" is now available in print and Kindle edition on Amazon, Barnes & Noble, and Google Play.

To request a free copy for review, please email ruby(at)raidious(dot)com.

Raidious is an embedded real-time brand news team that builds audiences on brands' owned media channels. Raidious makes the content that makes digital marketing work.

For more information about Raidious, please contact Ruby Kohler by calling 317-203-9807 or emailing ruby(at)raidious(dot)com, or visit http://www.raidious.com.

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