2 Questions to Ask Before Becoming a Brand Publisher. 15 Examples of Brand Publishers and Digital Content Hubs. Branded publishing is a oft-debated topic in the digital marketing industry.
Many brands have dedicated publisher sites, digital magazines, or blogs, but ROIs and attribution remain complex to measure. What are the best examples of brands doing branded publishing well? And what can we learn from their efforts? As digital marketers, we know content marketing is important, and as a extension of this, that brands are increasingly becoming publishers in their own right. Coca Cola’s ‘Journey‘ is one of the frequently cited examples of a brand whose publishing forms the backbone of their content marketing. And the soft drinks manufacturer is far from alone when it comes to branded publishing.
The branded publishing debate Brand publishing as a topic, is not without it’s own share of debate. “One of the biggest brands in the world generates next to no interaction through its primary window to the world.” 1. 2. 3. 4. 5. 6. 3 reasons why brands are becoming publishers. We’ve spoken about branded content/content marketing in our previous blogpost.
Following this, it only makes sense to explore the notion of ‘brand as publisher’ and why it’s now popular for brands to take on the role as a content publisher. 1. Brands are expected to engage Many consumers carry the expectation that a brand has to engage with them. This mainly stemmed from the current media landscape which allows brands the opportunity to cut across many different platforms and channels. It’s no longer plausible for brands to allocate budgets on traditional media alone since both brands and audience are able to produce and publish their own content, and often bypass traditional media channels. 2.
What better person to speak about your brand, service, product and identity than yourself? Through doing this, brands aren’t just projecting themselves as an authoritative and supportive figure. 3. The consumer path of purchase is no longer linear. A print ad alone would not convince us to buy. Brands as publishers: inside the content marketing trend. Just as businesses and other website owners were being strategic about content long before the phrase ‘content strategy’ was coined, we were all marketing with content long before ‘content marketing’ became the buzzword it is today.
Intelligence marketing, thought leadership, advertorials, infomercials… all these classic marketing formats were developed to meet business goals – sales, conversions, brand engagement – by adopting an essentially editorial approach. Content marketing in its many forms adopts the same basic mechanism today. Content marketing is about engaging prospects and consumers with informative or entertaining content they’ll want to use or consume for its own sake, rather than pushing or interrupting them with direct sales or promotional messages.
That’s not to say, of course, that this isn’t a commercial activity – just that the consumer has changed, and so must the way we market to them. Log In - New York Times. Publishers Acquired Agencies at Unprecedented Rate in 2016. Publishers acquiring agencies was perhaps the biggest trend to come out of 2016, according to global marketing consultancy R3's annual M&A report, which specifically looks at deals made in the marketing sector.
"Publishers are looking at different ways to extend their revenue stream," said Yue Tang, consultant at R3. "And we see this trend continuing. This year we saw a lot of publishers struggling with generating revenue. But if you're a good publisher you service both your audience and also your advertisers. Those who can combine the two the best are the ones who are going to survive. " The New York Times purchased martech outfit HelloSociety for $21 million and design agency Fake Love for $11 million, R3 said. Although the dollar amounts might appear small when compared with the Dentsu's and WPP's of the world, publishers purchasing marketing service agencies was essentially nonexistent in 2015, R3 said. Google purchased FameBit, which connects brands and influencers, for $36 million.