What do publishers and brands have in common? Stories and conversation. Perhaps that’s why so many marketing companies are putting on their publishing hat when it comes to branding. The following are five key takeaways from the NewsCred article, Brands as Publishers: 15 Market Leaders That Get Content Right.
1. Tell a story that matters.
“People are hungry for stories. It’s part of our very being. Storytelling is a form of history, of immortality too. It goes from one generation to another.” –Studs Terkel
A brand needs to tell a compelling story using just an image or a piece of copy. It’s the ultimate flash fiction challenge.
2. Think of content as commerce.
“Brands no longer need to invest solely in print advertising to make their voice heard. [They're] breaking down barriers to entry, using editorial content to connect directly with consumers.” –Shafqat, NewsCred
Authors provide the content necessary to fuel their readers’ imaginations. Content writers provide the information needed to imagine a product’s widespread commerce.
3. Meet audiences where they are.
“Your clients aren’t stationary. You shouldn’t be, either.” -Shafqat, NewsCred
There are 902 million Facebook users; 500 million Twitter users. The Internet is the place to be if you’re trying to gather an audience. Pack your metaphorical bags and get online to find your brand’s future market.
4. Build an affordable, sustainable content strategy.
“Focus on what you do best.” -Shafqat, NewsCred
Affordable, sustainable content strategy should utilize three things: Thought Leadership, Curated Content, and Social Media. Anything more is unaffordable; anything less is unsustainable. Find the balance.
5. Be a platform for action.
“86% of global consumers believe that business needs to place at least equal weight on society’s interests as on business’ interest.” –Citizens Engage! 2010
Promotion from a strong platform, one that fosters community and inspires action, makes a brand stand apart from its competitors. The best stories are the ones that leave us wanting to step up to the plate and do our part. Be that type of brand, tell that type of story.
We know that a brand is important, especially to the company it represents. However, it isn’t the most important aspect of a product. The audience and its perception of your company are key to a successful brand. Without the support of that audience, your brand could become a dusty book on an even dustier shelf.Adopted from Brands as Publishers: 15 Market Leaders That Get Content Right at NewsCred.