Digital Publishing 10.0 for brands: build audiences with content that matters

Marijn Deurloo

Great content marketing isn’t about promoting your product or service; it’s about providing a platform for action. The Pulitzer Prize-winning audio historian Studs Terkel once said: “People are hungry for stories. It’s part of our being. Storytelling is a form of history, of immortality too. It goes from one generation to another.”

Credits by: Hollandse Hoogte.
Credits by: Hollandse Hoogte.

Imagine you are a brand or publisher and you are looking into new strategies for monetizing your digital effort. On the website of Econsultancy you find five great cases of brands who have taken the time to develop effective content strategies that made a difference. A quite surprising case of content marketing is the case of Mr. Porter a global online retail destination for men’s fashion with 180 of the world’s leading brands.

Consumers desire an allround product experience

Consumers are becoming more demanding, expecting retailers to present them with more than just a product, but an entire lifestyle to go along with. Part of Mr. Porters content marketing strategy is that they publish weekly expert editorial content of Fashion editors.  The high end men’s fashion site Mr Porter feels like a beautiful online magazine, rather than a retail destination. By layering promotions and products under editorial content the site creates an immersive digital experience.

The new digital publishing

The distinction between brands and publishers becomes increasingly blurred. Trend in the content marketing and branded content market is that traditional publishers are introducing e-shops to monitize on their storytelling. They have the audience and it’s easy to connect this target group to relevant commercial propositions. Digital publishing 10.0 is changing journalism totally!

For the complete story, click here. About Econsultancy: Econsultancy is founded in 1999 and has grown to become the leading source of independent advice and insight on digital marketing and e-commerce.

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