Brandscaping: Unleashing the Power of Partnerships by Andrew M. Davis

Author:Andrew M. Davis [Davis, Andrew M.]
Language: eng
Format: mobi
Tags: Marketing, Sales, Business
Publisher: Content Marketing Institute
Published: 2012-08-21T14:00:00+00:00

CHAPTER 15

Reworking the Media

The Media Evolution

Thinking like a television executive and branding your content opens up terrific possibilities to extend the reach of what you create by adding traditional media partners to your brandscape. If your content is good enough, branded well enough, and you can attract an audience, then it’s valuable content—content that magazines, digital publishers, television networks, and even radio stations will want to be a part of.

The more brandscaping you do, the more the media sees you as a threat to their business—your efforts siphon money away from their traditional advertising revenue and fragment their audience. That’s why smart publishers, like DC Velocity and JCK, are developing content brands that have the potential to transcend their platforms. Both Move it! and JCK Rock Star are great content brands built by intelligent media companies that understand the power of deeper relationships with the brands they serve. Successful publishers are moving away from the simple sale of ad time or space, and generating editorial content that moves the market for their sponsors.

Instead of looking to buy ads in the context of an existing program or magazine, brands are beginning to push for a deeper kind of content integration. These brands don’t want a relationship that destroys the editorial viability and trust with the audience the media has created—they want to enhance it. They want the media to create content that’s more niche focused—more targeted at things they know the audience wants to hear.

Progressive brands don’t want infomercials or advertorials. They want to be part of a content brand in ways that look more like public broadcasting (think NPR and PBS), rather than traditional advertising.

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