Speaking in the media to present its expertise has always been one of the most popular communication channels for professional services firms. At a time of crisis for the press, new perspectives are opening up for content placement.
For several years now, the press has been undergoing a major crisis : shrinking public subsidies, fewer advertisers, competition from free media, Google-type news aggregators, public mistrust, reading on smartphones, ad blockers and so on. To survive, the media have been forced to change their model: articles reserved for subscribers; creation of podcasts and “raw” videos; a return to quality rather than the race for clicks.
Some media have also decided to switch from selling advertising space to selling content. The Le Figaro group, for example, decided to create 14Haussmann in 2018, whose aim is to sell “influential editorial content to brands”. To achieve this, they draw on their journalistic expertise, their ability to disseminate messages across the Group’s media, and their analysis of audience data.
The Financial Times has also succeeded in creating a similar structure. Sponsored” articles are marked as such and inserted into the pages with the other articles, a format favored by readers. By offering an expert opinion on a topical issue, you can promote your brand in a non-intrusive way.
What’s more, according to the latest Ipsos figures, trust in the media remains strong, while trust in “influencers” is declining. This is all the more true, of course, in the B-to-B sector, where they have never really had any influence.
New forms of owned media
The term owned media refers to the various communication channels owned by a brand (newsletters, blogs, social network publications, press releases, white papers, etc.).
Some brands have decided to closely combine owned media and shared media by broadcasting content that will be heavily commented on and shared on social networks. This is the case of Castorama, which in 2015 launched a website and newsletter in partnership with the ADN media, entitled 18h39 and on which some thirty articles and tutorials are published every week on a variety of subjects related to decoration, DIY… According to a survey, 91% of visitors to the site feel that it makes them want to visit one of the brand’s stores.
In conclusion, there are several possible avenues: continue to share your expertise via specialized forums, intervene on topical issues on a sponsored basis, or create a unique, high value-added medium.
Further information
Are the media the new communications agencies?
What if PR was the real influencer marketing?
What does the future hold for the monetization of information?
The Financial Times readies paid posts for advertisers
Brand publishing: the 18h39 case of Castorama by AdN
