Brands Are Becoming Content Creators…
So You Should Get In On It, Right?
mediaco
Newsroom approach now required to fulfill new-‐age marke9ng & PR
PR Brand Media
Na9ve Adver9sing Social Media
A sustained opera9on covers the content spectrum
Eventually all companies will move to
a sustained content opera4on
busin
ess impact
specializa4on
Content to support PR and marke9ng tac9cs
Content suppor9ng campaigns
Content suppor9ng social media
Content as a sustained, managed opera9on
American Express
Owning a space: Small business.
Different companies have different objectives
Verizon Wireless
Transforming corp news and reputation management.
Johnson & Johnson
Right data and insight on their target with the #1 destination of new and expecting moms.
Degree Men
Brand building through scaled digital and social engagement.
Threadless
Selling product by tapping into the power of product as content.
6
Disney
Optimizing existing assets to drive engagement and greater brand affinity.
mission | editorial defini4on
pla:orm discovery | development
editorial opera4ons
content distribu4on
program op4miza4on
persona development |
audience mapping who (and where) are we
trying to engage?
how we reach them as a media producer?
what is the best experience to to deliver content?
what is our system to create and share engaging editorial?
what do we use media to circulate content to engage?
how do we relentlessly improve to achieve business outcomes?
All opera9ons require a new process
We know, that’s a lot to digest.
We’re here to help!
Rule #1
Q: What kind of content should I create to engage consumers? A: Interesting and sharable content. - Utility (tips, tricks, lifehacks) - Longform (#longreads) - Podcasts - Infographics - Short-Form Video - Documentary Video - Spotify Playlists - Vine + Instagram - Social Media Contests - Events
You can create all of the above in-house or work with publishers (hai, Mashable!)
Publishers help brands become premium content creators* and optimize distribution across digital platforms. *So long as legal is on board
What We Do
Branded Content Publishers understand what content resonates most with the audience. Content produced for partners should be native to the site’s editorial flow and aligns brand messages directly with their target consumer. Mashable’s custom content is directly funded by the advertiser, but 100% controlled/executed by editorial. 1. Develop Work directly with clients to create an original, compelling content experience that aligns with brand strategy. The content is built to be utility-driven and most importantly, shareable! What does the brand want to be aligned with? Who are they trying to reach? What are the goals?
2. Distribute Publisher works with brand to outline publication, promotion, and social distribution strategies that leverage social reach and secure as many viewers as possible. YES, the brand should share the content!
3. Analyze Are you reaching the right audience? How did the audience engage with the content? Did the content impact brand perception?
Distribution Is Essential
Your content strategy means nothing if people don’t consume and share the output.
Branded Content Success Stories
Lauren Drell Branded Content Editor
Mashable @drelly
@BrandLab
Thank you! Chris Perry
President, Digital Weber Shandwick
@cperry248