CONTENT MARKETING: Should Media Firms become Content Marketing Agencies?
In this week's article of our series on"content marketing", presented by Skyword, Patricia Travaline, Skyword's Marketing VP, analyses how media companies are becoming like content marketing agencies.
As content marketing grows as an important branding lever, many U.S. Hispanic and Latin American media companies are finding a range of ways to participate in this new trend. Advertisers are embarking on creating content that they use to build awareness about their own products and services, and this push has also opened opportunities for media companies to create original content for those brands.
In fact, a handful of media companies are becoming like content marketing agencies. They are starting to tap into this huge potential with content marketing by creating divisions that can craft the necessary materials for other brands.
This is a natural new offering for media companies since they’re already in the business of creating content – usually in the form of news and features.
But as content marketing rises, media companies are finding value in adding services to their toolset so they can create content such as text, video, or photos for other brands.
For instance, if a tourism company wanted to produce articles and videos that appealed to affluent consumers, it might contract with a media company to craft pieces on yachting or international travel, as examples.
The reasoning behind a relationship like this is creating content is the core competency of a media company. It’s a logical fit then for media outlets to build content studios to service this need.
Since this is an emerging opportunity, we’ve drawn up a set of best practices to help media companies as they dip their toes in the water of becoming content marketing agencies.
1. Separate church and state:
Set up a separate workflow for content marketing, so you don’t compromise the reputation of your editorial. You don’t want a piece from content marketing being published accidentally as news. Along those lines, try to have staff writers focus on news, and hire freelancers for the content marketing, if possible.
That can also help maintain the important separation of church and state. If the two bleed over, brands run the risk of ticking off readers and viewers who might feel they’ve been deceived.
2. Technology can be useful in managing a content marketing program.
Find the platform that allows for important features such as SEO, discoverability, and keywords. In news or features, media companies don’t need to follow rules for keyword usage to the same degree. But in content marketing, a brand can build a piece around keyworks or phrases that might be gaining traction in search.
It’s wise to craft pieces in response to important events and the keywords consumers use to find inforamtion on them.
3. Integrity matters:
Whether in content marketing or news and features, a media company must practice integrity and honesty. If someone fakes information in a content marketing piece produced by a news outlet, that can reflect badly on both brand and publisher. The material needs to be accurate, truthful, and well reviewed.
Set high standards for your brand.
This series of articles about "Content Marketing" is brought to you by Skyword. Skyword provides a wide range of services so that companies may connect with their audiences and generate a higher degree of engagement via top-quality contents for online search and social networking, currently the two main sources for content consumption.
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