Branded media can be presented in different formats. First, let's note the main options for publishing on the Internet:
Separate site
The most expensive option involves extensive work on the design of the web resource and development of the name, but at the same time the publisher gets maximum opportunities for development. You should be prepared for a long wait for the first visitors, since traffic to new sites does not come immediately. In addition, significant costs are required for promotion.
A special block on the company's existing resource
Projects with a medium amazon database advertising budget are recommended to use this option. The existing site already has a high level of trust from the search engine, which means that indexing of new materials will go faster. The corporate resource is also visited by regular visitors familiar with its structure and the company's services. A kind of background advertising will be provided.
Who needs a promo site and when
Channel on blog hosting
Such popular platforms as YouTube and Zen are suitable. The channel can be run under any name, even a fictitious one, under which a true expert will hide. This option compares favorably with others in the specifics of the platform. The publisher is provided with visitors for free if the content is really interesting to them. The creation and design of the channel also does not require payment. This minimizes the costs of initial promotion. Although Zen offers to promote posts on a paid basis.
The main disadvantage of such blog platforms is that all published material will belong to the owners of these web resources. And the news channel can be completely deleted as a result of a failure or for political reasons.
Recommended articles on this topic:
32 methods of finding and attracting clients
Examples of USP to make yours even cooler
Marketing Tips: How to Show That Your Product is the Best
What is needed to create brand media
The publication will need to be positioned in the future. Let's formulate the main criteria that will serve as starting points for this process and help determine the budget:
The company and its mission in the eyes of the reader
It is necessary to create a brand image and convey it to the consumer in the form of a light entertainment magazine or expert media aimed at professionals.
Media benchmarks
The set goals are fixed with specific figures. For example, if the emphasis is on audience coverage, the desired target audience volume and its minimum/maximum levels are set. The indicators should be planned taking into account the context of a specific season and against the background of current events.
Purpose of branded media
It is necessary to define the objectives of this publication and the audience it will be intended for.
Advertisements in print media
Balancing Marketing and Utility
Here you need to decide whether monetization is planned. The promotion activity is set as the ratio of useful and advertising content. For example, for a company selling plastic windows, you can choose one of two fundamentally different approaches: an emphasis on the technical features of installing products or an emphasis on the wonderful sensations during their use.