Why successful brands must pay attention to blogging, mailing, and podcasting.
Branded media is used by several types of businesses for different reasons.
Many brands aim to be well recognised by their target customers, with the goal of building customer relationships and demonstrating competence. Using corporate media can be helpful. Target audiences go to blogs, podcasts, and social media platforms to solve their problems and have fun.
Before ordering, you should know a few facts about corporate style.
Brands must care about blogging, mailing, and podcasting, or they will fall behind their competitors.
The best way to reach your target audience is with the help of media. Creating an editorial team, and promoting it, how can it be done? Direct sales are notoriously inaccurate measures of effectiveness. An independent department is a better option even for a small company.
Some people think that brand media is an extravagance that huge organisations use to spruce up their websites, just like "we also want a beautiful website with extensive articles." Do you really believe that?
Most initiatives go wrong because clients cannot accurately calculate the content or media costs. Many people believe that a logo is the only thing that is paid for, and design has no value whatsoever. It's hard to say exactly when it starts, but once that poorly written information with the inappropriate layout is published on the internet, businesses will explode. That is not how it works.
Brand media incorporates creativity and variety.
a workable concept
knowing who the target audience is and why they need it
Content of high quality and attractive design
a well-functioning distribution system that helps clients
A good quality brand media is not too expensive to purchase. Roughly, it costs about $10,000 each month.
Less than 1% of a company's marketing spend is 30,000 dollars.
What real-world issues can a brand media product address?
Here are some content marketing issues
When a brand has to convey something complex with its target audience and include more information than fits in a video, it relies on up-to-date media formats to communicate. Native advertising will be sufficient for one-time promotions, but companies with recurring advertising needs should build their own channels.
Brand media should employ several communication channels to directly communicate the brand message, or it can go further and affect the perceptions of the market to steer it in a certain direction or simply delight customers, building a positive bond with the brand.
A great example of brand media is BMW's content that mostly focuses on delivering information about its vehicles and motorcycles. Conversely, Kod (a publication about programming and technology) makes no mention of its producer, Yandex. The organisation has been employing brand media for the year and a quarter, as indicated by the marketing director of Yandex.Practicum. The six-times return on investment that this initiative has generated has well exceeded the money that was put into it.
Traditional media may generally be branded.
1. Target the specific target demographic and build trust and brand loyalty in them
2. Use a higher volume of interactions with the target audience, together with additional or alternative details about the product's advantages, to expand sales prospects.
3. Strengthen and project the influence of the brand in the selected field
Bloggers and other digital media players can be found anywhere. It also includes sending out e-mails, creating podcasts, producing programmes, and hosting special events. There are three formats which are mainstream, outmoded, and paving the way for the future.
Multiformat distribution is everything. 100% effective formats and ineffective old-fashioned ones are mutually exclusive concepts. While format is important, the quality of the content is even more so. People's habits when using the media are more crucial to focus on. The company must publish a podcast if its target demographic enjoys podcasts. Videos don't seem appropriate for people who don't like watching videos. This means, while we are in the process of transitioning away from graphical emails, text emails remain the most convenient and preferred format for most people.
Sometimes you have to use all of the formats and analyse which ones are doing the best. You can create a podcast or a video for about $200 to $300, and text is even cheaper.
Is it absolutely necessary for every brand to have its own blog? Some people should give the try while others should stick to traditional social media.
Every brand needs its own blog, don't you think?
Brands with large market capitalizations should aim for it. While not everyone may know how to use the language of media, it is a shared, accessible, and comprehensible language for interacting with the audience. So far, the situation doesn't appear to be going to improve.
When it comes to company-issued media, it's definitely too expensive. However, the term "media" might mean other things, such as mailed newsletters or Telegram groups.
The biggest hurdle to using media effectively is not understanding the importance of media and having the resources to use it. We're not only in this for the money. There are two important aspects of the job: managerial capabilities and personal creativity.
Due to the fact that the market is quite competitive right now, There is a wealth of media addressing any question. Wouldn't it be better to utilise less attention-grabbing tactics to sell the product instead?
Yes, there are many competitors. But that just means that we have to step it up and surpass ourselves. Problems solving themselves is an outdated concept that needs to be left behind. Communication needs to be more thorough and well-planned.
While we don't have to start a whole new industry, we do not need to leap into a whole different industry. Mailing with a wine selection can likewise be considered brand media. Not only is it very effective, but it is also inexpensive.
We are now using the term "luxury" to describe websites. It will take quite a few resources and at least two or three years for readers to adopt the initiative. Website-based brand media develop deeper relationships with the audience, as opposed to traditional brand media.
But your aims and finances do have an impact on the format. Starting with mailings, you can incorporate social media and go from there. Only if these methods assist you reach your business goals while also being cost-effective should you consider implementing them.
Let's imagine that a frozen waffle company, which is already advertising, decides to put its money into brand marketing. What point should it begin at? Want to start a new project, but have no idea where to begin? Have you found a format and found out who your target audience is?
We must first develop business goals. They could be to enhance sales, to describe the benefits of this breakfast, or to tell customers to switch to your waffles instead of frozen pancakes. As a further step, persons who have experience in establishing brand-building media should be consulted. The project's configuration, terms, and budget will be helped by their work.
You can't estimate a budget without first having a good idea of the concept you're going to work with. Next, you select a contractor and ensure that the budget is aligned.
Subsequently the agency will present you with a book publisher, who will then assemble a team and commence planning the project. In terms of how long it takes to produce media for our websites, it takes us three months. It may take up to nine months or a year until it's completed. In the majority of circumstances, if it takes so long, the squad is either lacking experience or skill. People aren't prepared, and that makes it difficult for them to make decisions because they lack skill and experience. In turn, they are forced to spend a great deal of extra money.
Why don't we talk about the team? And who are these people? Can you point me to authors?" Can employees of the company write?
Media takes on a team effort of at least 10 to 15 persons.
a specialist who manages SMM campaigns
an error corrector
the chief art director
an innovative designer
It's impossible to engage all of these expertise if a company is establishing an editorial department that is completely independent. Hiring a universal employee will result in the loss of either the ability to think creatively or the ability to target. The corporation may engage a designer but the image quality will likely be compromised. A content manager is the next area to economise on, thinking that an editor can manage all the content-related labour, which will increase the cost of the layout.
In general, quality or budget is invariably compromised, and no amount of wishful thinking will help. An agency will benefit from handling various projects, which helps to maintain efficiency. We give the required team involvement – if you need 30 percent of a targeter, you get 30 percent of a targeter.
The next group are authors. Can the company's employees be authors? It depends on whether the person has the ability and willingness to write text. After all, why not? That can't be the standard model or the obligation of the employee. Eventually, such material will become more expensive; that is, more time and effort will be required for the editorial team, as well as for the employees who compose text.
Editor-in-chief vs. the firm owner: what strategies can you employ to develop connections, and who has the right to intrude on whose position?
Branding doesn't involve using mass media, thus there is no such thing as being independent and uninvolved. A brand's media assets are an essential aspect of a company's marketing. If reaching agreement on every single piece is difficult, the business should focus on developing an approach, style, and terms.
Mass media is not the same as brand media.
To use another example, Tolko Sprosit media (a Russian medical publication) bought Severgrupp Meditsina in the spring of this year. It chose to integrate Tolko Sprosit's media resources with Tolko Sprosit's new media service and use them to build the service under a new name, Kuprum. It did it quickly, and it imposed new names and a new style without conducting preliminary research.
Finally, they confronted a negative outcome, which was especially visible in Telegram, where the audience takes decisions rapidly when they don't like anything. the firm lost a portion of its audience, but instead of determining why it began its promotion campaign and gained 10,000 new fans, it did not While Tolko Sprosit only has 13,000 to 20,000 followers, its current post reach is 5,000 to 7,000, and it has a target post reach of 30,000 to 40,000 followers. Simply put, Tolko Sprosit saw a massive growth in its sales figures, but the quality of its products also fell.
Let's start by discussing content. What is it supposed to be like? Should we make the product available instantly, incorporate it into the application, or do we want to target a wider audience?
If a project incorporates its brand carefully, it is more likely to succeed. Because of a specific campaign, the audience recognises they've received the material because of a specific need, and what the company wants to express.
Projects that prominently feature the brand, including those in which the brand serves as an extraordinarily non-intrusive sponsor, or those which shout about the brand with equally obvious evidence of copywriting, are hard to comprehend. In the first instance, the challenge could be long-term and delicate. Most people despise the second scenario.
The majority of media, no matter how creative, uses corporate language. Books intended to promote a brand tend to govern cooperation with advertising vehicles, and thus are distinct from media books. Another thing to keep in mind is that most corporate styles are conservative. Under normal conditions, the elements of a sculpture or an object might remain intact for 5 to 10 to 15 years. In fact, everything is exactly the opposite of media. It's hyped up and always changing.
Read the entrepreneurs' blogs from Beeline to see why use of media in brand promotion is a bad idea. It's hard to read. For media to function as a product, it must have its own image and style.
Creating valuable user-generated content can be a good goal for brand media. Most firms seek to develop an engaged community, and media may be tremendously helpful with that goal through debates, blogs, and reviews. TJ is among the UGC features that perform effectively – it allows readers to ask questions and obtain answers from experts. Although it had been getting more active for around three to four years after the initiative was founded, it started doing so suddenly three or four years ago.
Do you have any suggestions on the shape? What old formats are available, and which are increasing in popularity?
Format and subject sensitivity are more significant than subject sensitivity and performance excellence. The formats of the past and the future are long-reads, checklists, and selects. To be sure, many audience members prefer new and novel content, and as a result, media outlets must be capable of dealing with the latest trends. It's all in the dynamics.
It's a new fad to be listening to podcasts. According to Yandex, these are the current statistics:
Approximately four million people tune into podcasts, much like they do music.
Many listeners devote anything from two to three hours every day to listening to podcasts
Audience growth for podcasts has seen a six-fold increase since last year
Despite the appearance of new voice-enabled services, these offerings are inexpensive. Is this something we'll see more of in the future? Does everyone want all their news delivered to them by a robot? The real question is "why?"
Which is the best way to boost brand media—targeting, seeding, or SEO? Everything in its entirety.
Without a distribution channel, it is unlikely that a project will see the light of day. Understand how you plan to serve your target audience early on, as this will help you distribute your content successfully. It will greatly affect the budget. A distribution system may cost 30% or even 150% of the content budget.
Social media targeting and seeding are effective at increasing traffic, however SEO has limited long-term effects. Brand resources make a huge difference. As long as a brand has an existing list of email addresses derived from their devoted customer base, that's excellent. It is good to have a website with large amounts of visitors, too. The results of such research can be extended into the media to help develop an ongoing, useful stream to the website.
Measuring efficacy is a difficult task, as many different tools are needed. To what extent does the content's influence on the company impact the analysis?
Geared toward a specific goal, the commonly accepted metrics include targeted traffic (visits) and contact quality. Whether people read the content completely or not, ER from media reach, and other targeted activities are all indicators of whether the desired outcome was achieved. A push promoting modest content ventures is made through direct sales techniques: mailing and lending.
Media is a complex subject. This is about influencing audiences' views, and making money from those ideas. They've lately launched their brand media, Kuhnya Na Rayon. It had been running self-promotional advertisements with particular creative individuals for a long time, and as a result, may have assumed that such ads had worn out for a portion of the audience. People will notice the commercial, but they won't be influenced by it. They didn't perceive the advantages, and they weren't aware of the project in its entirety. In order to develop a complete brand image, the team might benefit from the media. There's also the fact that it will combine the brand's ecosystem with its clients. It will work for your loyalty.
In addition, another good example is Coca-Cola. By 2030, the corporation promised to reuse 100% of the packaging. A lot of queries will be raised by consumers about this endeavour. For the heck of it, why wouldn't the corporation just discontinue using plastics? Wouldn't it be better to serve drinks in glass bottles? Why not in the earlier stages? What's the point of recycling? It is said to be an utterly pointless and futile gesture. Here, queries can't be answered succinctly, and a video would not be suitable for communication. However, some branded media may be an excellent fit.
"Eco-conservation" is a useful topic for brand advertising. For traditional mass media, there are no real attempts to research it. Good and compelling content is difficult to find, yet straightforward content is plenty.
It appears that brand media is used more often when in quarantine than before. In times of crisis, it is advantageous to slash or eliminate these large expenses.
It's probably just a coincidence. Projects that started in early 2020 launched in April and May because their launch cycles are two to four months. In some initiatives, it was due to the quarantine that the work was launched. To give you an example, we put out media for one of our clients regarding the isolation of life in oneself. Our first step was to target a smaller market in where the customer has a facility. Eventually, everyone in Russia began to see it. Live broadcasts were the foundation for everything. It comprised sessions with professional trainers, talks about COVID, and numerous broadcasts featuring notable guests. Over ten million views have been accumulated within two months due to the videos.
Marketing is less likely to respond to problems in the brand media market. Media is a long-term tale that needs consistent care and attention over the long term, and it's not wise to cut off your media coverage for a short time. You lose more that you get. One or two good examples of brand media that were shut down during the quarantine are tough to recall.
To wrap things off, here are a few "does" and "don'ts" to help with effective brand media in 2020.
For the most part, brand media is used to fill in niche markets that were ignored by traditional mass media, and it targets these particular people. Every brand has different tools, so that's why there are different brands.
We generated roughly 10 pieces of small-scale brand media for another brand. A page on okroshka (a Slavic cold sour soup, which frequently confuses other cultures) was reposted over ten thousand times in July, making it one of the most reposted pages of all time. It was unexpected because we have written about okroshka every year (and like to promote the topic).
We still get questions about material that's both earnest and ironic. A high quality packaging is critical. Good design and a well-executed media strategy are important. Without them, the results won't be impressive. As the desire for honesty increases, personal experience design (PED) is on the rise. Such projects can develop a community and get people to contribute to UGC. A wonderful idea is to build a community for brand media via a website. The identical product is now available.
In the current context, we need more media that covers the issues brought on by the coronavirus outbreak from an economic and actual market standpoint. This is the only other instance of a project of this kind. Despite collecting extensive statistical data, it is unable to generate any compelling narratives. In spite of it, the concept is awesome.
Branding media has a long way to go before it's even close to being saturated or mature. It's only recently that people have realised how ludicrous it is to copyright a single mention of a brand every time. Unfortunately, several companies have found out the hard way that employing a “cool” editor-in-chief who promises to give them cool media can turn out to be disastrous. For now, the people who are working to grasp that media must be created by a team—an outsourced team—are in their earliest steps. Due to corporate issues, in-house employees cannot run the show efficiently.
As a content creator, you need to realise and accept that content won't instantaneously spike simply because you begin publishing some poor-quality information on the internet. Many years ago, the baby steps strategy was very popular. Surprisingly, however, it functioned very poorly even then. Media in 2020 will be challenging long-term task where several subtleties will need to be considered. When it comes to attempting to prove to the public that we are the best, we don't have time for failure or taking things personally.