Through their own media, company representatives interact directly with the audience to form the desired brand image. In such publications, the emphasis is on materials that are interesting only to target consumers. A typical example of brand media is Tinkoff Magazine. It publishes articles on financial literacy of the population and other related topics. Similar publications have begun to be published by companies from a wide variety of fields (IT, catering, etc.).
There are several important differences between branded media and regular online publications and magazine ads. Let's list these features:
regular and fairly frequent (several times a week) publication of materials;
in addition to strict adherence to the content plan, mandatory adherence to the current news agenda;
absence of materials directly amazon database advertising a company, brand or individual product;
the content topic is limited to a general description of the industry;
the appearance of materials in a variety of formats (classic articles, surveys, entertainment content, games, etc.)
In fact, branded media are industry publications, but they are capable of interesting not only the target audience, but also a wider range of users. A close analogue can be called a specialized information portal, where current news from a specific field of activity is published.
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Who is brand media suitable for?
As a promotion method, this type of media does not give an immediate effect. Industry publications are created and gain a stable audience for at least six months, and they can recoup investments much later. The creation and support of branded media should be considered a separate project, despite the fact that it is financed by the parent company. And this means that for this decision it is necessary to form a full-fledged staff of employees under the leadership of the editor-in-chief, as well as create a budget for promotion.
The funds allocated for branded media should not exceed the annual expenses for other marketing channels. It is desirable to stay within 20% of the total advertising budget. Let us again take Tinkoff-Journal as a successful example. Less than one percent of the total budget allocated for marketing is spent on providing this publication.
It is strongly discouraged to involve the company's own staff in the creation of a corporate online magazine. Despite the fact that branded media is only one of the promotion methods, the scope of work here is much larger.
Based on the above, it makes sense to resort to this option only when implementing large projects that generate a stable income, when there is a sufficient supply of finance to allocate a full budget for the development of an industry publication.
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