Do Brands Really Need To Be Publishers Too? Yes, But…

Do Brands Really Need To Be Publishers Too? Yes, But…
SHARE
THIS



“There were five Exabytes of information created between the dawn of civilisation through to 2003, but that much information is now created every two days.” That’s a quote from former Google CEO Eric Schmidt. It’s a statement anyone who’s ever scrolled through their Facebook newsfeed can relate to. Content is everywhere with everyone from your dentist to the nearby hardware store producing newsletters, Vine videos or branded entertainment. With this plethora of information, do more brands really need to be making stuff? An ADMA scribe explores.

Richard Parker, managing partner at content agency Edge, says yes but he warns: “The big challenge for publishers nowadays is that the internet is increasingly crowded. And almost everything on the internet is content. Therefore, if you’re a brand and you want to get into content, you’re playing an incredibly crowded space.”

That doesn’t mean you shouldn’t do it. By all means, get some skin in the content game. “The real challenge, though, is to find a way of standing out,” says Parker. Smart distribution of content is also imperative.

Parker believes the future of content marketing is about, “being smart about delivery of content. It’s about driving towards what we’re calling ‘the delivery of one-to-one content experiences at scale’. That means less of a focus on the volume of content and more of a focus on delivery of exactly the right piece of content, at the right place, at the right time, to the right person, in the right context.”

For the custodians of brands yet to get into content, the experts agree you’re not too late to the party. John Moore, Director – marketing Australia & NZ, Bupa, says: “There’s no doubt it’s probably better to be at the front than at the end. The bigger piece is less around how late you are to market. It’s more around how relevant you are when you come to market.”

In recent months, Bupa has launched The Blue Room, a content hub and online community for its members. Moore says: “The whole idea of The Blue Room is to start building communities and to connect people who have like issues. Ultimately, it’s designed to deliver on our purpose which is living longer, happy, and healthier lives.”

Another brand embarking on the content journey is AAMI. Josh Wittner, Executive Manager Marketing at AAMI, says: “Our approach is very much around considering where the consumer is along the life cycle or the purchase funnel. We tailor our content to be as relevant as possible at each stage of the journey. What we do around awareness is very different to what we’re doing when we’re trying to acquire someone or then build advocacy once they’re a customer.

These two examples are in line with what Parker sees as best in class for the content space with the most prominent example coming from GE, a brand that has taken what he calls a “post-advertising approach to content” by culling above-the-line traditional media budgets to focus on content.

It seems brands do need to be publishers too. So long as they’re not simply creating content for content’s sake and are focusing on providing a something their customers see value in while serving it up at the right time.

Please login with linkedin to comment

einsights

Latest News

Radio Host Jackie O Becomes Weight Watchers Ambassador
  • Marketing

Radio Host Jackie O Becomes Weight Watchers Ambassador

WW (formerly Weight Watchers) has announced that KIIS FM radio host and The Masked Singer panellist, Jackie Henderson, has joined the WW family as a WW Ambassador. Having felt a shift in her health and confidence, Jackie has enlisted the help of WW’s science-backed program and award-winning app to support her in losing 10 to […]

MFA Updates Transparency Framework For Advertisers & Agencies
  • Media

MFA Updates Transparency Framework For Advertisers & Agencies

The Media Federation of Australia (MFA) has released the 2021 MFA Transparency Framework, outlining a set of best-practice principles of transparency for agencies and advertisers to follow. First developed by the MFA Board and executive in 2015, the updated Framework reflects progress and changes in the marketplace, and moves to a principles approach to accommodate […]

Matt Cooney Joins Saatchi & Saatchi As National Chief Growth & Marketing Officer
  • Advertising
  • Media

Matt Cooney Joins Saatchi & Saatchi As National Chief Growth & Marketing Officer

Matt Cooney has extended his chief growth officer role in the Publicis Groupe to take on national growth and marketing for the Saatchi & Saatchi Australia brand. Cooney, who has led his own Sydney-based consultancy as well as previously running new business at Host, is a seasoned operator having also served on management teams at […]

Inclusive Marketing: Microsoft’s Five Mindset Shifts Every Brand Can Make
  • Partner Content

Inclusive Marketing: Microsoft’s Five Mindset Shifts Every Brand Can Make

According to Microsoft’s head of global multicultural & inclusive marketing MJ DePalma, brands must ensure they are building care-centric relationships with their customers. Friendships take work. But most of us would agree that the best of them are not only worth our investment, they’re invaluable. Having friends who empathize with us, consider our needs, have […]

Partner Content

by B&T Magazine

B&T Magazine
New Council For In-House Agencies, The In-House Agency Council, Launches In Australia
  • Advertising
  • Media

New Council For In-House Agencies, The In-House Agency Council, Launches In Australia

Australia’s growing list of in-house agencies now have access to a connected community with the launch of the In-House Agency Council (IHAC) steered by founder and chairman CEO Chris Maxwell. Established with the objective to help marketers maximise their in-house agencies by attracting the best talent, building capability along with benchmarking and sharing industry best […]

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign
  • Campaigns

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign

Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners
  • Campaigns

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners

In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media
  • Advertising

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media

Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy
  • Advertising
  • Campaigns

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy

Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health
  • Marketing
  • Media

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health

Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal
  • Advertising
  • Media

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal

ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]