The Content Imperative
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Tom Chapman
Business Development Director

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Image source: Dana

Brands as a publisher: 2 FMCG brands doing it well

30 July 2014

The merging of technology with story-telling and marketing was first executed by global super brands such as Red Bull, Coca Cola and Virgin; leading Mashable to since describe Red Bull as, ‘a publishing empire that also happens to sell a beverage’

Soon enough digital newsrooms began to be built surrounding big names, with these brands successfully expanding their markets through their strategic processes of content marketing. Notably, this movement managed to manifest itself before ‘content marketing’ became the buzz word it is today, but since the trend several more brands have followed in their footsteps.

1.Guinness

Amongst video tutorials on how to pour the perfect pint and an informative Guinness timeline which nearly spans three centuries, Guinness commissioned a 16 page report to be carried out to research into the science behind male bonding. Leading psychologist, Professor Dunbar of Oxford University found that men are in fact healthier as a result of meeting up a couple of times a week and engaging in activities with their mates; whether that be playing sport or surprisingly, going for a pint.

Finally a piece of research all mankind have been waiting for and all husbands can use to support their need to go to the pub!

2.illy

On top of daily video diaries, recipes, blog and even a digital encyclopaedia titled ‘Coffeepedia’, premium Italian coffee maker illy have also made strides towards become a publisher, often hand over the pen to their consumers. One example of this would be art, culture and lifestyle magazine, comprised by their global network; illywords. The magazine unites the overlapping territories of coffee shops and great thinking, featuring thought-provoking articles and illustrations carried out by students at the world premier schools of art and design. This publication is now not only distributed at illy events and stores, but has managed to work its way into some of the world’s finest museums and bookshops.

 

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