The 4 essentials for brands to turn content into business

The takeaways:
- Brand publishers may well understand the benefits of this strategy, but many are unaware of the potential value that content can give them, especially when they learn lessons from traditional medias
- Engagement, data collection, personalization and sales activation are 4 key essentials for brand publishing success, as recommended by expert Quentin Paquot
- Above all, a combination of de-anonymization (registration) and interactive formats can prove hugely valuable for brands to turn their content into business

Although the benefits of brand publishing are clear, what’s perhaps less obvious is how these companies can gain value from their publication, turning content into business.

Given that publishing isn’t their main industry (in fact, it’s a completely new area for them), this isn’t hugely surprising. It’s a media-world where revenue streams for traditional publishers are well-established and clearly defined by the industry.

But how can brands learn from publishers to gain value from their content, effectively turning brand publishing into business?

To help answer this question, I spoke to Quentin Paquot, CEO of Qualifio, a specialist in interactive marketing, data collection and loyalty. Having worked with a wide variety of brand publishers in various industries, he shared 4 essentials for these companies to get business from the readers of their content.

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Read the full article on The Audiencers.