brands are becoming content creators: so you should get in on it, right?

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