Brands as Publishers

BRANDS as PUBLISHERS

INTRODUCTIONWhy should a brand become a publisher? How does a brand become a publisher? What are the benefits? Why? The questions and queries are endless. Brand publishing is a still ambiguous concept and practice. But our take on it is simple. The brands of today have to become the publishers of tomorrow. The current info-tech climate is awash with devices, apps, websites and multi-dimensional platforms from games to eReaders that promise greater reach. And as we all know reach drives growth so in order to kick off that time-tested formula for success brands need to bypass the trappings of traditional media. Your brand needs to become a publisher by doing what good publishers do best: generate high quality, captivating content. RosettaBrand’s goal is to lead you through that multi-layered process to success.

The ProcessMobilize Your Team Where do I startThe best place to start is by assembling a creative team of content writers and designers, thinkers and tech enthusiasts. Your designers will know their adobe creative suite from their InDesign. Your writers will cringe at typos while pushing their innovation and creativity.

Who do I start with

Every brand has a tone and audience in mind, and the key to aligning the two is by hiring writers capable of understanding and producing content containing the right catch phrases, key words and concepts.

Create Content What ???What your creative team should aspire to produce is highly shareable popular content that when published attracts a clicking frenzy. Interweaving your brand and its significance within that content is key, but is also second to creating it in the first place. Having an arsenal of tried and tested content is going to require trying and testing. You’re going to have to figure out what works with your customers, when and where it works.

When and Where???Creating and publishing your own content online is nothing

new. Facebook. LinkedIn. Tumblr. WordPress. Slideshare. The list of available publishing platforms goes on and on. But the fact remains that just as brands will tailor their content and the way in which it is delivered to suit the needs and expectations of their customers, so too will a given publishing platform. Publishing content on LinkedIn is not the same as publishing on Tumblr and as a publisher of branded content you must take that distinction into account.

Reach Your Customers OptimizationThe creation of impactful branded content relies on an often-lengthy trial period. Once a working formula for branded content has been determined, however, what follows is a greater grasp of what reaching your customer will entail content-wise. Optimization is the first key step to discovering what it is your customers generally (though not entirely) respond to.

Website AnalyticsCustomers are often generalized for statistical convenience. This can obscure customer diversity by appealing to majority trends. But by tracking and analyzing data collected via your publishing platform, you give yourself the ability to more comprehensively understand the downloading and clicking appetites of your customer base. Today’s online audiences are thoroughly different from yesterday’s. Expectations are higher and customer interest fluctuates more quickly. Sustaining that interest involves tailoring your content to suit your data, what Slideshare presentations, LinkedIn articles, Facebook posts are your customers reading and sharing? How regularly?

ConclusionYour customers will change. So will you. Online ecosystems are so vast, complicated and unpredictable that it is now more than ever the marketer’s goal to be on top of customer trends. What publishing your own branded content can do for you is to connect you with your customers in a more meaningful, direct, precise method and manner. Publishing branded content and observing its impact in the marketplace is a gateway to you customers. RosettaBrand’s mission is to guide you on that long and winding trail through the exciting but challenging world of branded content publishing. Our experience and expertise and the out of the box thinking that separates us from our competition convinces us that branded content publishing is a step in the right direction. We believe in nothing less than our ability to get you there and in helping you and your customer base redefine your engaged, loyal content- inspired relationship.

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