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Brands as publishers

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Do you want to find out why brands want to become publishers? This presentation was originally given at Brighton Content Strategy Meetup, May 2013. For a more in-depth discussion on brands as …

Do you want to find out why brands want to become publishers? This presentation was originally given at Brighton Content Strategy Meetup, May 2013. For a more in-depth discussion on brands as publishers, head here: http://bynd.com/blog/brands-as-publishers-a-primer/

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  • 1. © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialBrands aspublishers
  • 2. © Copyright 2012 Beyond. All rights reserved. Private and Confidentialuk client list
  • 3. © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialJournalism
  • 4. © Copyright 2012 Beyond. All rightsreserved. Private and ConfidentialSupermarketsASDA Sainsbury’s Waitrose
  • 5. © Copyright 2012 Beyond. All rightsreserved. Private and ConfidentialWhen you don’t own theplatformSprint gives free phonesto MansonAflac’s duck of doom Shit!
  • 6. © Copyright 2012 Beyond. All rightsreserved. Private and ConfidentialThePublishersTraining agencies and brandsto produce ‘BuzzFeed’ stylestories.The Onion’s brand content unit.Clients include Microsoft, Dove,EA Sports and Hilton Hotels.Vice’s in-house agency. Clientsinclude Intel, Levi’s, Garnierand Palladium.Virtue Onion Labs BuzzFeed
  • 7. © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialDog Stories
  • 8. © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialDog Stories
  • 9. © Copyright 2012 Beyond. All rightsreserved. Private and ConfidentialThe platformsProvides brands with licensedcontent from renownedpublishers.Connects brands with contentcreators. Helps create virtualeditorial teams.Offers writer recruitment andmanagement; workflow tools;analytics.Skyword Contently NewsCred
  • 10. © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialPepsi Pulse
  • 11. © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialPepsi Pulse
  • 12. © Copyright 2012 Beyond. All rightsreserved. Private and ConfidentialBrands doing it rightRed Bull American Express Google
  • 13. © Copyright 2012 Beyond. All rights reserved. Private and Confidential- Creating communities- Put the brand at the centre of theaudience’s lives- Relevant to brand andaudience- Helps put audience needs atthe forefront of the content- Created in-house or by agencies- Audience ahead of productsCrowdsourced contentBrandContentBrands as publishersCuratedcontent
  • 14. © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialBrands as broadcasters