At a time when earned media is so highly sought after by marketers due to its (relative) low cost and the credibility with consumers, brands that rely on it are faced with the growing challenge of finding news outlets for their messages.
"The traditional one-way media model has definitely had its day," said Sam Lucas, chair of U.S. brand marketing at WPP's Burson-Marsteller. "So agencies are talking to clients about these engagement models much more."
Here's a sampling of what some marketers are doing on their own:
"We can bypass the media and do videos from our CEO, brokers and agents talking about what first-time home buyers should do," Mr. Siroty said. "You have a consumer that needs and wants to be re-educated on the nuances of housing. So we post the videos and drive traffic through social media."
The channel launched with 300 videos and is now at 5,000 with just under 500,000 views.
"For [Geek Squad], the move to create content was partly about filling the void left by the change in the media landscape," Ms. Baldwin said. "But it was also about filling a willingness we perceived in our customers for more access to Geek Squad's knowledge."
"They're realizing they can comment on issues and get the points of view of their experts out there and on the record," Mr. Foote said. Once the videos are up, the company will often tweet the links and follow up with reporters letting them know MasterCard commented on the topic.