"MTS-media"
MTS distinguished itself by creating its own electronic magazine with a wide range of topics. The media outlet, which covers everything from useful tips for hunters to questions about government subsidies, eventually turned into an entire corporation. Any audience, including schoolchildren, can benefit from the data published here. In addition to the information magazine itself, the media outlet acquired a multimedia platform. Also in the fall of 2020, MTS began accepting applications for funding family films. It is likely that in the future, viewers will be able to enjoy their own film projects on this platform.
«Biz360»
This project, created by amazon database the company "1C", as it developed, turned into a full-fledged community of small entrepreneurs and became a successful example of high-quality branded media. The community mainly discusses success stories, various cases and successful practices. Feedback with the audience has been established.
«SkyengMagazine»
The first SkyengMagazine publication was released in November 2017. Initially, it was planned to make a branded publication. That is, readers were informed about the prestige of companies that have their own media. The key stage in the development of this project can be called the connection to the Yandex.Zen platform. After that, the audience of the publication increased significantly.
«SkyengMagazine»
"Modulbank"
The media outlet of the same name, developed by Modulbank, is also aimed at entrepreneurs and has an original motto: “Less hype, more benefit!” The content offered to readers is truly useful. It is created according to a clear and understandable structure by a whole staff of experienced authors and editors. The publication systematically provides always reliable materials, which is its success.
The Pitfalls of Brand Media
Branded media, if created correctly, give companies many advantages. However, here, as everywhere, there are controversial points that need to be taken into account:
Separate budget
To create and further maintain any professional media, you will need impressive funds. Moreover, there is no guarantee that these investments will pay off with the planned result, which, moreover, can only be achieved in the long term. In this regard, before organizing branded media, it is necessary to analyze niches in detail, weigh all the risks and set priority goals.
If a company is launching an exclusive product on the market, positioning itself as an expert, it definitely needs to launch its own publication on behalf of the brand. However, it is important to consider the scope of activity. In a narrow subject, creating and maintaining media, as well as attracting traffic, will cost less than in a broad one. You should not ignore regular social networks that offer extensive tools for blogging.
Mentioning the product too often
It is important to remember that branded media is by no means an open PR of a product. Such erroneous positioning will lead the company to a loss of audience, because it is well known that people do not like publications of an overtly advertising nature on an information resource. For Russian business, this problem is still relevant, so you can stand out from your competitors by simply solving this problem.
The Need for Adapted Content Planning
To achieve the required efficiency of the industry media, it is necessary to first draw up a publication scheme. A special role in content planning is played by its relevance to the target audience. This is quite a complex job, so it is advisable to do it by regularly testing various formats and then analyzing user response.
It is also important to always remember that the audience is segmented. In light of this, the same information should be presented in different ways, which will significantly increase the amount of work and require the allocation of additional resources.
In conclusion, we can advise new publishers to pay attention to successful competitors, including foreign ones. Abroad, as a rule, work in this direction is more active than in our country. Regardless of the size of the company, the merits of thematic content will always be appreciated by users. It is quality content, and not its author, that will interest the reader first of all.