#023 – Brand as a publisher
Who's doing it right and why
Published on August 20, 2018
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Taking charge of your narrative…we touched on why that is a good idea in our last episode. This episode, we ask what does a brand as publisher look like? What does it mean and how does one go about doing it?
Firstly, let’s talk about the cold hard truth. Brands that are leading the content marketing stakes see 7.8 times more site traffic than non-leaders. Newswhip.com have a very compelling article on the reasons (backed with data) why top brands are thinking like publishers.
Brand as Publisher
GE is one such brand. Not only are they global technology leaders but their future forward DNA has also seen them take the podcast world by storm. We’ve touched upon this before. In the first half of 2017, GE had 253,196 total social media engagements versus their nearest competitor (Seimens) with a paltry 22,965 engagements. That’s a factor of more than 10!
How did they achieve that? Just have a read through of these GE website links. They’ll tell you everything you need to know. The Message and Life After.
A great Australian example of a brand taking the reins and leading the conversation is Domain, the real estate website. Their editorial efforts are split into two main publications. They simply call it News and Living.
And here’s last week’s podcast episode. The one with Carol Camoens, where we talk about why brands need to start owing their narratives with more great examples of leading brands in that space.
Image Credit: News Stand in Paris by Florian Plag.
PS Mark loves this pic as it is totally an analogue for the extreme raft of content that is out there.
