Editorialise your brand

Content Marketing Defined
Content marketing is a widely used term these days, so its meaning is worth clarifying. It is an approach to marketing that mixes brand communications with valuable content that the recipient will be interested in. The most common incarnation of content marketing is the customer magazine. With feature articles weaved next to and through brand messages, the customer magazine is a powerful tool for the marketer. That’s it in a nutshell, content marketing provides a way to editorialise the brand.

Huge Growth
There is no doubt in the effectiveness of content marketing. Studies show that it dramatically increases brand loyalty, which is why so many of the world’s top brands consistently commit growing budgets to the medium. In the last six months alone 120 new brands have invested in content marketing* and with the value of the UK industry expected to break the £1bn barrier in 2012** it seems to be an unstoppable force.

Why So Effective?
As we write this feature a new publication from Fine Estate Agents has rolled off the presses. Rather than page upon page of houses for sale in a predictable format it meets the reader at their point of interest. Properties are presented by combining stunning imagery with journalist vendor interviews to create something that is truly compelling. However, content marketing goes beyond that by introducing subjects of a much wider interest. For the Fine magazine this means the property pages are complemented with fashion features, shopping guides, holiday destinations, entertainment news, and celebrity profiles. This leads to an even greater engagement and completes the picture for a high-end property and lifestyle magazine that entertains the reader, but above all leads to a surge in new vendor instructions with each published issue.

Mixing it Up
We have not yet mentioned the word ‘digital’ but for content it has significant implications. Digital publications expose the brand to an even wider global audience through such areas as social networking, video and mobile applications. For example a restaurant review in a printed magazine may be accompanied by a QR code that links to a video interview with the Head Chef. Or a social media post on YouTube referring to that video could draw viewers to the main website where they can subscribe to the printed magazine. The online and offline worlds can support each other in ever increasing ways to ensure viewers and readers get the best content whatever the medium.

Creating Your Own Publication
Many brands are put off the idea of developing their own publication because they believe the process to be complicated or overly expensive. The reality is that it needn’t be either. For example the starting point for you doesn’t have to be a 200-page magazine, it could be something similar to the publication you are currently reading. An 8 page engaging read that is informative and adds value for your target audience. At The Marketing Café we publish a wide range of customer magazines and newsletters for a diverse client base.

* APA Advantage Study
** Mintel