Best Practices for Brand Publishing Part 1

brand-journalism-typewriterYes you can write, film, photograph and post on your blog or you can do something even more exciting and valuable- like start a movement, a community, a tribe that will take on a life of its own while creating a place with a reason for fans to come back – think American Express Open Forum.

Even more beneficial for you and for your brand, this new community hangout will turn into a lab for market research, trouble shooter for complaints and a discover place for service/product problems as well as a potential loyalty builder.

shutterstock_110730098While your brand’s content – blog, video, photographs will be created to acquire potential new customers, it is not a direct convertor of customers or sales leads. Your brand’s blog should be created to build familiarity about your products and trust with your customers. The content you create must be exceptional, inspirational, unique and credible.

The criteria for your content . . .

  1. . . .to be of service to those customers and clients you work with or want to work with in the future.
  2. . . .should help to create customer and client confidence in your services and products.
  3. . . .will connect with those who need/want what you’ve got.
  4. . . . consistently respond to the most frequent questions that customers/clients are asking.
  5. . . .will encourage customers and clients to share their thoughts and questions.

Distributing your brand’s content

Not as specific as a Facebook campaign when it comes to demographics and geographics, services like Outbrain will help to drive organic traffic, supply analytics and help target geographically.

Competitors like Taboola  started out by considering how people consume content and the patterns they follow as they search the web for things they didn’t even know they were looking for in the first place. Taboola will help build your brand blog audience by recommending your content on websites like Time, USA Today, TMZ and Cracked.

Native advertising is the placement of branded content in the content feed of a publication. The placement is matched to the layout of the site but clearly labeled as an advertiser-promoted article. Examples of native ads are Promoted Tweets on Twitter and Sponsored Stories on Facebook.

The trick is to have your shared content be contextually relevant. Delivering information at the exact time that is relevant to what a customer is currently reading and or watching. A leader in native advertising, Nativo  claims they’ve nailed contextual relevance.           

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