Co-Authors: John Andrews and Ted Rubin
AMA recently published an article that I reposted yesterday, The Retweet that Never Sleeps, about Duane Reade’s highly successful content marketing approach that has helped the tiny (in terms of store count) retailer outperform much larger competitors in terms of social media engagement (National Drug chain CVS has just 10% of the Twitter audience of Duane Reade for Example). The Tri-State area only retailer (256 Stores) which is a subsidiary of Walgreens uses a content marketing platform that is powered by a group of influencers known at the Duane Reade VIP Bloggers. This unique model leverages the local knowledge of brand advocates along with their individual audiences to deliver highly relevant organic content across a wide spectrum of social media channels. Twitter studied the approach and created a great case study about it.