What is brand media and how does it work?

Intro

We explain what brand media is, what its objectives are, and what mistakes can be made when launching your own media product.

Businesses can attract new customers with their own media. Through publications, you can explain how a complex product works, increase audience loyalty, and demonstrate expertise.

We explain what brand media is, what tasks it faces, and what mistakes can arise when launching your own media product.

What is brand media

Brand media is a company's online publication with its own editorial policy, authors, and plans. It differs from traditional media in that its content strategy is based on responding to the needs of the business's target audience. Essentially, it is the initial stage of the sales funnel, which attracts people through interesting publications.

For example, if you manufacture custom furniture, you can use the media to talk about unsuccessful solutions for pull-out mechanisms for kitchens, provide case studies on furnishing small apartments, or give instructions on how to draw up estimates for builders. Through such content, you can demonstrate your expertise, increase company recognition, and drive additional traffic to your website.

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Why you need brand media

An online publication is not suitable for all business tasks. Let's talk about what goals can be achieved with this marketing tool:

Create an image. Reflect the company's values and meet the needs of your audience through content. This shows that the brand is not only interested in sales, but also cares about its customers. A factory that manufactures chemical products considers it important to care about the environment. Through the media, you can convey the value of waste sorting and further recycling. This will help to reinforce an eco-friendly image among your audience and increase loyalty to the company.

Build a community. Useful and interesting publications spread like wildfire and draw attention to the brand: people start subscribing, sharing posts and commenting on them. Media about healthy eating with recipes will gather supporters of a healthy lifestyle. This will satisfy the audience's requests through content, and loyal readers are more likely to use the service and tell their friends about the site.

Create demand. New products or services that were not previously on the market need to create demand. Brand media attracts new audiences, it can highlight a problem for the consumer and push them towards a solution. An online digital technology store publishes a selection of ideal TVs for home cinema.

This article will attract those who were looking for exactly such TVs and may encourage those who had not thought about it before to make a purchase. After reading, people may begin to have doubts and think about purchasing the product.

Help customers. Share instructions or case studies with readers using examples from your company's work. This will help them understand a complex topic, confirm your expertise and competence, and increase trust in your brand. A lawyer handled a case to recover alimony for a single mother.

You can write a post about the legal process, which court to go to, what documents to collect, and what fees to pay. Through this example, readers will benefit from the material and get guidance on what to do, and you will gain a potential client.

Who should launch brand media

Brand media solves many marketing problems, but this format is not suitable for all companies. You can launch an online publication if you have:

A complex product. If you have niche products or services with a complex audience engagement mechanism, you can talk about them through content, convey their benefits, and address objections.

Foreign hotel and hostel booking services have left the Russian market, making it more difficult for Russian tourists to plan their trips. A travel company can create a guide with a selection of services that can be paid for with a Russian card.

A new product. It can be difficult for companies to explain how a product or service works — information is limited to the website and advertising. Brand media can be used to describe the new product in detail, give examples of its use, and compare it with similar products. Explain what problems the new product will solve for the market through audience requests and gain your first users among loyal readers.

A pharmaceutical company releases an innovative vitamin complex that strengthens hair and prevents hair loss. By addressing the target audience's pain points through content, you can gently guide people towards a solution that will help solve their problems.

Long sales cycle. You can speed up the purchase of a product or service with content if your customers take a long time to make a decision.