Brands are getting more serious about their publishing efforts, borrowing approaches from journalism to stand up fully-fledged editorial teams, put in place processes for pitching and reporting, and figure out how to create compelling content.
Brand publishing is competing for PR budgets
The growth of brand publishing may end up forcing a diminished role for PR, both in terms of money and strategic focus, as the levers of traditional PR no longer work as well as they used to.
This week: Netflix’s publishing ambitions
Netflix has been quietly building a brand publishing powerhouse under the leadership of former Allure editor-in-chief Michelle Lee
2021 was the year brand publishing grew up
It was the year that companies that were previously dabbling in content began to demonstrate serious commitments.
This week: Creating and controlling a narrative with content
Inc.’s profile of Coinbase co-founder Brian Armstrong is an interesting window into how companies can use publishing to create narratives.
Why more agencies should capitalize on brand publishing
Agencies are in the business of selling expertise and guidance, but are largely failing to demonstrate it successfully via content and publishing initiatives.
How VC fund Paradigm uses content
VC firm Paradigm happens to create some of the most nuanced publishing on crypto and web3, which co-founder Matt Huang says is a core differentiator.
Data journalism is an opportunity for brand publishers
Brands have historically shared data and research with media companies, but are increasingly using it to fuel their own content initiatives instead.
Brands have an expertise advantage over B2B publishers
Finding editorial talent with expertise in specific verticals is hard, yet it’s critical for B2B and trade publications.
Crypto coverage is a big opportunity for brand publishers
Brands are well-placed to capitalize on a growing interest in web3 and crypto.