Return to Reasons 10 through 8
7. You may already own the digital assets you need.
Most brands generate large amounts of content that will be of interest to their consumers: Articles, press releases, photos, video and other content generated for internal and external use can be repurposed into publishable content. This is especially true of brands with inherently interesting content like media, lifestyle and travel companies.
Other brands can deploy third-party "borrowed interest" content that is interesting to the target audience and related to the product. For example, third-party databases of healthy recipes may provide engaging content for a healthy lifestyle consumer product.
The Nick.com LaunchPad is a flexible desktop application whose content is drawn from various Nick.com online properties. By creatively repurposing the web content for the desktop app and adding new features such as animated ScreenMate desktop characters, LaunchPad keeps the Nick.com audience interacting on a much more frequent basis.
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6. Thinking like a publisher enables permission marketing.
Whatever publishing channels it makes available to its audience, a brand will have to describe those channels in the form of an attractive value proposition. Obtaining the "opt-in" is no longer only a necessary part of the marketing email process, but is the essential step in any act of publishing engagement. Remember, your audience is generally not going to opt in to your publishing platform to be marketed at, but it will opt in to receive content regarded as interesting and valuable.
5. Web and email publishing is improved with relevant content.
Many brands already use websites and email as branded publishing platforms. Consumers have come to expect content that is relevant to their needs and interests and may not return to a site or open their email if they are disappointed once, especially the first time.
ConAgra Foods uses web and email newsletters to publish extensive health and recipe information that supports its Healthy Choice line of food products. Check it out here.
Next: Reasons 4 through 1
