After the success of Tinkoff Magazine, many brands wanted their own media. But not everyone understood how it works: that a magazine needs its own style and editorial staff, the content must be interesting, and it will not start selling anything from the first day. Marketers from the agency “Tochno” told us what brand media really is, who and why it will be useful, and how to avoid mistakes at the start.
What is brand media
The concept of “brand media” refers how to build phone number list to content marketing – promoting a company through content. To do this, they create a magazine, prepare materials, promote it, attract subscribers – just like with any other channel. But there are several important differences between brand media:
proper name, not the company name;
its own ToV, editorial policy and design, different from the company’s corporate style – may contain elements of the main branding or be completely different;
development strategy that is not linked to other channels.
That is, brand media is one of the company’s communication channels with potential clients, and an independent one at that. Often it is completely unclear whose media it is. But even so, it works for the company’s recognition and helps attract clients.
How brand media differs from a corporate blog
The main difference between brand how to write an article in the media and a corporate blog and other promotion channels is its independence. The topics of publications, the name of the magazine and even the target audience can be completely different. But these are not all the points by which brand media differs from regular articles for a blog or website.
SEO articles Materials in brand media
Content Goals attract traffic create a dialogue with the audience
Interaction with users read the material, less often – leave a reaction and repost build community, encourage communication, focus on engagement
Content evergreen useful topics, company ge lists news, products, promotions Useful, situational, provocative and funny content that resonates with readers
Audience – clients and partners of the company;
– people from search results a potentially interesting audience for the company, which may become clients or remain readers of the media
Emotions purely informational content emotional connection with readers
Differences between brand media and SEO articles
The task of the media is not to talk about the company’s products, but to give people materials that solve their problems. And through this, to work on the brand.
Who needs brand media and why
Previously, it was believed that brand media was needed only by large companies, as it is time-consuming, expensive and has almost no effect on sales. But now the vector has changed: it has become easier to organize your own media, while the influence on the brand remains just as strong.
What goals can brand media have:
expand the top level of the sales funnel ;
find new segments of potential customers that cannot be collected by other means;
increase brand trust;
work on your image, especially if the company has had unpleasant incidents in the past or its name is associated with scandals;
make the brand more recognizable and popular;
increase the time a person interacts with a brand, that is, convert one-time customers into regular ones.
There is nothing about increasing sales and revenue among the media’s goals. This can also happen, but rather as a consequence. If a company needs to increase sales and urgently needs money, it is better for them to return to brand media later – and in the meantime spend the budget on other advertising channels.
Brand Media Formats – Example Analysis
For your own media, it is not necessary to create a separate expensive website and write expert articles. The format should be selected according to the tasks and capabilities of the business.
Media portal . One of the most expensive formats: you need to create a website, pay for a domain and hosting, provide technical support for the resource. Short formats are not suitable for a media portal: you need to write articles, attract experts. And then systematically collect traffic to the site – through Yandex Direct and other channels.
