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The Merging of Brands and Content Creators
By: Dwayne W. Waite Jr.
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As the "content is King" philosophy continues to ring true, many brands and organizations are re-structuring their houses to make content and marketing fit better together. Many are beginning to realize that the better strategy to attract customers is to provide information that is useful to them, and then providing a luring or convenient product.

RSR Research, a research organization dedicated to the trends in retail and digital commerce, published an interesting story on the "collision of content and commerce." The researchers commented on the story of Conde Nast merging Lucky Magazine and online retailer BeachMint to create the Lucky Group. The writers suggest that the relationship is a win-win; BeachMint can benefit from the editorial mastery from the folks at Lucky, and Lucky can benefit from the commerce platform that BeachMint created. Looks like a pretty seamless merge.

It is interesting how there has been a noticeable trend of writers leaving the media world to become "content creators" for the brand world. Brands are beefing up their own content provisions, so more retailers and brands can have their own magazines and brochures and provide exclusive advertising of their own stuff or related merchandise.

It doesn't stop there. Another story came out this week that an agency in Texas created its own newspaper to reach workers in the oil fields. Yes, the agency's clients were wondering how they could reach that seemingly untouchable market, so the agency decided to become content creators and provide information to the oil field workers while at the same time creating an advertising vehicle for their clients.

Well done.

The marketing landscape continues to shift, and it seems that brands are now going through the media lot to see who and what they need in order to compete in this ever-changing environment.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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