David Rossiter, at the Content Marketing Institute, advocates stealing from Hollywood. No, not like what MegaUpload was accused of. Instead Rossiter recommends using some tried and true Hollywood tactics: strong characters for brand persona, teasing content to create demand, and staggering the release of content.
Over the years content marketers have found the inspiration for this task in some unlikely places, including at the corner of Hollywood and Vine — the center point of Hollywood film marketing. One look at the strange and wonderful subculture that is Hollywood entertainment reveals a glut of new ideas. The techniques may have been devised to promote television and film, but that doesn’t mean they can’t be applied to other content products as well.