Digital marketing: welcome to the era of the media brand
Previously, we discussed content shock and its implications. In order to emerge through content, the brand must become a media outlet: its own medium. In other words, the brand becomes a media brand. This is how it can be characterized.
1. The media brand operates according to an editorial strategy
What characterizes a media brand is, above all, its ability to editorialize its communication. In other words, it is no longer simply a matter of promoting the brand and its products, but of telling the brand’s story and integrating its products and services into the lifestyle of its target consumers.
To achieve this, the media brand articulates its communication around two elements: an editorial line — voice, perspective, tone, themes, topics — and an editorial calendar — frequency of publication, key moments. This is just like what the traditional press does.
How can an editorial strategy be useful for a media brand?
- In the long term, it can help the brand build awareness.
- In the mid term, it can help the brand orchestrate and assist the launching of new products and services in a consistent way.
- In the short term, it can control the source information and guide conversations.
2. The media brand produces value-added content to its audience
Of course, the commercial purpose of the media brand is to sell its products and/or services. To do this, however, it must first sell itself as an indispensable daily companion to its target audience.
In other words, a media brand does not promote:
- It informs — like Marionnaud (cosmetics retailer), which presents news about cosmetics on its blog.
- It educates — like MAAF (insurance company), which gives practical advice on how to reduce risks and accidents in everyday life.
- It helps — like BNP (bank), which helps friends or roommates share expenses.
- It entertains — like Renault (car/truck manufacturer), which presents its new van through a parody of the hit Knight Rider series.
- It inspires — like GoPro, which turns the users of its products into stars.
3. The media brand has a broadcasting ecosystem
Media generally involves media platforms: in the past, we had newspapers, magazines, and television channels. Today, we have blogs, digital magazines, and YouTube channels. But beyond having a hosting platform for the content it produces, the media brand is part of a much larger ecosystem. It posts messages on social networks or sends them to the brand’s customer base, for instance. The This Way magazine, edited by Toyota UK, is a perfect example.
In this dedicated ecosystem, the media brand:
- Capitalizes on its own marketing assets (owned media).
- Eliminates any competition from other advertisers.
- Emphasizes native advertising.
An editorial strategy, high-quality content, and a distribution ecosystem: these are the elements that characterize the media brand — this brand that reinvents itself every day to overcome challenges and seize the ongoing evolution of the digital world.