Content marketing is huge right now, and it’s common for brands to partner up with publications that reach their own target audience.
Recently, a financial services company called UBS took a bold new approach to this.
Partnering with two big publications that reach a massive audience of wealthy millennial women, they created an entire editorial site aimed squarely at that audience.
It did take a while for the project to take off.
At first, UBS wasn’t putting enough resources into promoting their content.
But as soon as they started marketing it more aggressively, they started seeing an impressive return on their investment.
In a new blog post, Contently tells the story of UBS’s journey into a bold new era of content marketing.
Vice. Vanity Fair. UBS.
This unlikely trio may seem like the setup to a very geeky “walk into a bar” joke.
But over the past three years, financial services giant UBS has been partnering with Vanity Fair and Vice on one of the most ambitious and intriguing partnerships in finance content:
Two years into the program, however, UBS had a realization. They were creating great content, but their budget was lopsided. They weren’t spending enough money marketing that content and ensuring that it reached their target audience.
More and more, this is a key lesson that brands are learning as they progress through their content marketing journey. That shift in emphasis to paid distribution may be the biggest trend in content marketing right now—and it’s certainly the most important.
If you build it… will they come?
Content marketing has been one of the hottest trends this decade, one that many marketers have salivated over. Just create great content, they heard, and audiences will flock to you and love you.
But increasingly, marketers are realizing that “content marketing” isn’t some drastic new paradigm.
What content marketing represents, rather, is a shift in the form that message takes, and how you put it in front of people—brought on by forces of the digital age.
UBS adjusted smartly, taking 10 percent of their content creation budget and applying it to paid social distribution.
You can’t succeed at content marketing without marketing your content.
You can learn more about this innovative content strategy over at Contently.