SETTING AN EDITORIAL DIRECTION FOR BRAND CONTENT

content_Matt Dyke

By Matt Dyke

When talking about brand content, the first example that is referenced almost every time without fail is Red Bull. Having worked with them in the past, we happen to have a deep knowledge and working experience of the Red Bull content engine. It will not surprise you to know that they operate at the polar opposite end of the content spectrum from the majority of brands. However, what really sets them apart is the mentality that content is as much the product as their energy drink is. They don’t just make brand content. They are a content brand.

On the spectrum from 'advertiser' to 'content brand', where do you want to be? Maybe you are not ready to invest in a 400-person strong media house quite yet, but if you are sold on the value of content and are serious about producing it, you need to think like a content brand.

The first step on this path is to write an editorial mission statement. If you are already producing a lot of content, but don’t have this yet, I suggest you go back a few steps and do it. It doesn’t take long, but is fundamental to building an authentic and engaged audience.

There are three basic parts to an editorial mission statement:

1 - Who is your audience?
The mistake is to think like an advertiser here and create an imagined audience. Instead think like a media owner and choose an audience that exists.

2 - What material are you going to produce for them?
What is your subject of interest. Be specific about content themes & formats.

3 - Why do they want it?
Think about what the role you play and what value you add. Ask yourself why they would come back for more?