brands as publishers
DESCRIPTION
Do you want to find out why brands want to become publishers? This presentation was originally given at Brighton Content Strategy Meetup, May 2013. For a more in-depth discussion on brands as publishers, head here: http://bynd.com/blog/brands-as-publishers-a-primer/TRANSCRIPT
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© Copyright 2012 Beyond. All rights reserved. Private and Confidential
Brands as publishers
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© Copyright 2012 Beyond. All rights reserved. Private and Confidential
uk client list
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© Copyright 2012 Beyond. All rights reserved. Private and Confidential
Journalism
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© Copyright 2012 Beyond. All rights reserved. Private and Confidential
Supermarkets
ASDA Sainsbury’s Waitrose
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© Copyright 2012 Beyond. All rights reserved. Private and Confidential
When you don’t own the platform
Sprint gives free phonesto Manson Aflac’s duck of doom Shit!
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The Publishers
Training agencies and brands to produce ‘BuzzFeed’ style stories.
The Onion’s brand content unit. Clients include Microsoft, Dove, EA Sports and Hilton Hotels.
Vice’s in-house agency. Clients include Intel, Levi’s, Garnier and Palladium.
Virtue Onion Labs BuzzFeed
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Dog Stories
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Dog Stories
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© Copyright 2012 Beyond. All rights reserved. Private and Confidential
The platforms
Provides brands with licensed content from renowned publishers.
Connects brands with content creators. Helps create virtual editorial teams.
Offers writer recruitment and management; workflow tools; analytics.
Skyword Contently NewsCred
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Pepsi Pulse
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© Copyright 2012 Beyond. All rights reserved. Private and Confidential
Pepsi Pulse
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Brands doing it right
Red Bull American Express Google
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© Copyright 2012 Beyond. All rights reserved. Private and Confidential
- Creating communities
- Put the brand at the centre of the
audience’s lives
- Relevant to brand and
audience
- Helps put audience needs at
the forefront of the content
- Created in-house or by agencies
- Audience ahead of products
Crowdsourced content
Brand Content
Brands as publishers
Curated content
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© Copyright 2012 Beyond. All rights reserved. Private and Confidential
Brands as broadcasters