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Why should a brand become a publisher? How does a brand become a publisher? What are the benefits? What kind of content? Why? The questions and queries are endless. Brand publishing is a still ambiguous, rapidly changing 21st century phenomenon that has its reluctant opponents as much as it does its optimistic proponents. But our take on it is simple. The brands of today have to learn to be the publishers of tomorrow. The current infotech climate is awash with devices, apps, websites and multi-dimensional platforms from games to eReaders that, if used effectively, can promise greater reach. And as we all know, reach drives growth so in order to kick off that time-tested formula for success brands need to bypass the trappings of traditional media and its present day shortcomings by learning to become publishers and by doing what good publishers do best: publish high quality, captivating content.
Why should a brand become a publisher? Brands as Publishers
INTRODUCTIONWhy should a brand become a publisher? How does a brand become a
publisher? What are the benefits? Why? The questions and queries are endless.
Brand publishing is a still ambiguous concept and practice. But our take on it
is simple. The brands of today have to become the publishers of tomorrow.
The current info-tech climate is awash with devices, apps, websites and multi-
dimensional platforms from games to eReaders that promise greater reach. And
as we all know reach drives growth so in order to kick off that time-tested
formula for success brands need to bypass the trappings of traditional media.
Your brand needs to become a publisher by doing what good publishers do best:
generate high quality, captivating content. RosettaBrand’s goal is to lead you
through that multi-layered process to success.
Mobilize Your Team
Where do I start
The best place to start is by assembling a creative team of content writers
and designers, thinkers and tech enthusiasts. Your designers will know their adobe
creative suite from their InDesign. Your writers will cringe at typos while pushing their
innovation and creativity.
Who do I
Every brand has a tone and audience
in mind, and the key to aligning the
two is by hiring writers capable of
understanding and producing content
containing the right catch phrases, key
words and concepts.
What your creative team should
aspire to produce is highly shareable
popular content that when
published attracts a clicking frenzy.
Interweaving your brand and its
significance within that content is
key, but is also second to creating it
in the first place. Having an arsenal
of tried and tested content is going
to require trying and testing. You’re
going to have to figure out what
works with your customers, when
and where it works.
When and Where???Creating and publishing your
own content online is nothing
new. Facebook. LinkedIn.
Slideshare. The list of
available publishing platforms
goes on and on. But the fact
remains that just as brands will
tailor their content and the way
in which it is delivered to suit the
needs and expectations of their
customers, so too will a given
publishing platform. Publishing
content on LinkedIn is not the
same as publishing on Tumblr
and as a publisher of branded
content you must take that
distinction into account.
The creation of impactful
branded content relies on an
often-lengthy trial period. Once
a working formula for branded
content has been determined,
however, what follows is a
greater grasp of what reaching
your customer will entail
content-wise. Optimization is
the first key step to discovering
what it is your customers
generally (though not entirely)
Customers are often generalized for
statistical convenience. This can obscure
customer diversity by appealing to
majority trends. But by tracking and
analyzing data collected via your
publishing platform, you give yourself
the ability to more comprehensively
understand the downloading and
clicking appetites of your customer
base. Today’s online audiences are
thoroughly different from yesterday’s.
Expectations are higher and customer
interest fluctuates more quickly.
Sustaining that interest involves tailoring
your content to suit your data, what
Slideshare presentations, LinkedIn
articles, Facebook posts are your
customers reading and sharing?
Your customers will change. So will you. Online ecosystems are so vast, complicated and
unpredictable that it is now more than ever the marketer’s goal to be on top of customer
trends. What publishing your own branded content can do for you is to connect you with
your customers in a more meaningful, direct, precise method and manner. Publishing
branded content and observing its impact in the marketplace is a gateway to you
customers. RosettaBrand’s mission is to guide you on that long and winding trail
through the exciting but challenging world of branded content publishing. Our experience
and expertise and the out of the box thinking that separates us from our competition
convinces us that branded content publishing is a step in the right direction. We believe in
nothing less than our ability to get you there and in helping you and your customer base
redefine your engaged, loyal content- inspired relationship.
Drop us a line http://rosettabrand.com/contact.html