Latest Insights
Highly effective formats for brand publishers
Mastering a handful of common and established content types and formats — and learning to use them effectively — can quickly help any content creator engage audiences more effectively.
Connecting content formats to distribution
Brand publishers should ensure formats are distributed appropriately so they have the best shot at growing and reaching the right audience.
The brand publishing shakeout
Brand publishing is growing up, which will benefit the discipline in the long haul.
Effective brand publishing puts formats before distribution
Content formats are not the same as distribution, and in order to be successful at creating valuable, engaging content and extracting the most value out of it, teams must nail one before the other.
Inside Carta’s brand publishing strategy
The fintech firm’s editorial director, Julie Ross Godar, outlines its approach to sourced reporting and “editor-controlled beats”
12 technology brand publishers to watch
Here are the publications by tech companies we’re keeping an eye on.
‘It is a long game’: Q&A with McKinsey Global Publishing’s Raju Narisetti
McKinsey Global Publishing uses content to externally reflect the company’s priorities.
The return of events presents an opportunity to go in-person
Brands have a timely opportunity to engage live audiences as events ramp up again.
Web3 is a content goldmine for brand publishers
Brand publishers are well-placed to capitalize on the burgeoning interest in web3 and crypto.
Why brands should invest in publishing over publicity
Brands are reconsidering the role that one branch of PR, media relations, plays.
Guides
Introduction to brand publishing
Companies are increasingly creating and publishing content in an effort to forge direct relationships with audiences.
Brand publishing strategy
Formulating and documenting an effective brand publishing strategy.
Hiring writers and editors
Interviewing, evaluating and hiring great writers, content creators and editorial talent.
Structuring content teams
Evaluating and implementing organizational structures for editorial teams.
Editorial processes and pitching
Instituting editorial processes and pitching systems
Creating compelling content
Creating, presenting and packaging engaging, useful and valuable content.
Writing and reporting
Writing in an interesting, accessible and responsible way.
Editing and reviewing
Structuring an effective editing process and providing feedback to writers.
Events content
Programming events with engaging formats and valuable speakers and sessions.
Podcast content
Creating a podcast strategy and employing effective show formats.
Email newsletters
Establishing content-driven email initiatives.
Measuring success
Establishing metrics and key performance indicators to gauge the success of brand publishing efforts.
Brand Publishing Toolkit
Get unlimited access to all Brand Publishing Guides, Insights and Resources.
Resources
Brand Publishing Toolkit
Get unlimited access to all Brand Publishing Guides, Insights and Resources.
Insights Archive
What brand publishers can learn from a16z’s Future
Az16’s Future publication is one example of how brand publishers can chart their own path and tap into their own networks.
Brand publishing can boost employee engagement
Employer content is hard to get right, but research shows that brands have a significant advantage when it comes to believability and trust.
Audience quality trumps scale for brand publishers
Large audiences for brand publishing initiatives are meaningless if they don’t include the right people.
Business journalists are ideal targets for brand publishers
B2B or trade publishers can be ideal hunting grounds for brand publishers looking to kickstart or bolster their editorial efforts
Why brand publishing is a long game
It often takes months or even years for properly architected brand publishing initiatives to yield discernible results
Why brand publishers should give editorial teams independence
Journalism-style “church-state” separations between editorial teams and the rest of the business can help brand publishers create more engaging and credible content.
Five skills to look for when hiring editorial talent
Hiring managers should look for specific skillsets when hiring editorial talent.
Brands love print magazines, but print rarely loves them back
Numerous high-profile brands’ have attempted to stand up print publications over the past decade. Most, however, tend to fail.
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.
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.
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.
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.
Brand publishing is winning the talent war
Talented journalists and writers are increasingly considering leaving the grind of media companies to join brand publishers instead.
Are brands winning Future of Work content?
Everyone’s writing about the future of the workplace. But brand publishers may be in a stronger place to create compelling content on the topic.
‘What should we write about?’: Stop leaving content opportunities on the table
Many brand publishers routinely miss opportunities to easily create high-quality content.
Avoiding friction with content review processes
Review processes help ensure content doesn’t cause unintended consequences.
Brand publishing: Build or buy?
Brands at the beginning of their brand publishing journey face a key question: Build or buy?
The unblurring lines between journalism and brand publishing
The distinction between the two could become more pronounced if media companies refocus on their core competencies.
The rise of the VC-publisher
Venture capital firms are building newsrooms and launching publications to act as vehicles for their worldviews and perspectives.
Going direct: Why brand publishing is having a moment
Interest in brand publishing has surged as high-profile companies launch publications and content initiatives.
Companies getting brand publishing right
Examples of brand publishers producing valuable, original and engaging content.
Why invest in brand publishing?
Specific goals and intended business outcomes for brand publishing initiatives vary.
Insights & Newsletters
Practical analysis of crucial brand publishing trends and developments.
Guides & Resources
Actionable guidance and brand publishing best practices.
Advisory Services
Customized engagements designed to address specific challenges.