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The evolution of brands into media companies in a content-rich world

The evolution of brands into media companies in a content-rich world

In particular, who is a publisher these days? The National Theatre, for one, sees itself as a fairly prolific publisher – and yet is clearly far from the traditional definition. As Head of Digital at the National Theatre, Toby Coffey, explained at the seminar, this stems from its content-led marketing strategy and the launch of its app - called ‘Backstage’ – which we built for them. As a result, every month they are now delivering hours of content – be it written, video, photos or audio.

Interestingly, this change in the definition of publishing was reflected in the audience too which comprised major advertisers as much as major media brands; in addition, Rupert Knowles, Senior Solution Consultant at Adobe, showed some fantastic examples of brand websites that have evolved to talk to their customers in the same way that media companies do.

One of the biggest drivers in this massive sea change is the creativity and flexibility with which anyone, anywhere, can create and deliver content – as a result of the new technology now available in this space. Content is the glue that can bind consumers to publishers and advertisers alike and, with the advent of mobile, app based content tools such as Adobe Digital Publishing Solution (DPS), it is now possible to create the kind of platforms that enable them to interact in richer ways with each other. If you integrate into this the likes of WoodWing’s cloud-based HTML5 authoring tool, Inception, then brands and publishers can easily create beautiful, responsive content for any channel without the need for developers. The straightforward controls in the system also mean that the content created will fully reflect brand guidelines.

To see my full article please follow the link to WoodWing's website.

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