{"id":3123,"date":"2016-11-01T15:15:14","date_gmt":"2016-11-01T15:15:14","guid":{"rendered":"https:\/\/collectivecontent.agency\/?p=3123"},"modified":"2022-05-11T11:38:47","modified_gmt":"2022-05-11T11:38:47","slug":"red-bulls-mateschitz-brands-publishers","status":"publish","type":"post","link":"https:\/\/collectivecontent.agency\/2016\/11\/01\/red-bulls-mateschitz-brands-publishers\/","title":{"rendered":"Red Bull\u2019s Mateschitz on: brands as publishers"},"content":{"rendered":"

\"Red<\/a><\/h3>\n

\u201cBrands need to take the phrase \u2018acting like a publisher\u2019 literally.<\/strong>\u201d<\/h3>\n

\u2013 Dietrich Mateschitz, CEO of RedBull<\/p>\n

 Today\u2019s quotation comes not from a marketer but from a company leader (who also happens to be one of the richest people on the planet and started off in marketing). You could call him an uber marketer, because his company is probably more associated with content marketing than any other. So when Dietrich Mateschitz says brands must act as publishers, you take notice.<\/p>\n

We have long believed it. The long version of our tagline goes beyond \u2018We tell your stories\u2019 so it reads, \u2018We tell your stories, making you a publisher\u2019.<\/p>\n

We must support what Mateschitz says, right? Absolutely.<\/p>\n

There are countless benefits to brands of all types, not just energy drinks, becoming publishers. There are also risks.<\/p>\n

Upside<\/strong><\/h3>\n

On the plus side, brands \u2013 while free to carry on using conventional advertising in the media \u2013 are in control of where their engagement takes place. Even when they use big third-party platforms such as Facebook, they need something to say. The same or similar content can be used there.<\/p>\n

Being a publisher is also full-time occupation. While that has its challenges (see below), it also means near-constant engagement with those you\u2019re speaking to. You don\u2019t get that with a three-month ad campaign.<\/p>\n

Risks<\/strong><\/h2>\n

Taking on board the mantle of publisher also means being versed in editorial procedures<\/a>, legal issues, fact checking<\/a>, sourcing writers<\/a> and much more. These are all things we blog about here. Why? Because for the average marketer they\u2019re not always obvious. If brands are to become publishers, they usually need some help. Getting things wrong can mean loss of reputation, wasted time and money, and legal disputes.<\/p>\n

But on balance, just like Mateschitz we feel it\u2019s worth the challenge and the best will do as he says \u2013 launching not just websites, but magazines (like the Red Bulletin<\/a>) and TV shows, and even doing investigative reporting. These are all things we\u2019re covering in our brand publishing series.
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\nDownload our exclusive research and report \u2018PR\u2019s acceptance of brand content uneven\u2019<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

\u201cBrands need to take the phrase \u2018acting like a publisher\u2019 literally.\u201d \u2013 Dietrich Mateschitz, CEO of RedBull  Today\u2019s quotation comes not from a marketer but from a company leader (who also happens…<\/p>\n","protected":false},"author":2,"featured_media":9097,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[10,91],"tags":[359,43,799,749,736],"coauthors":[],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/collectivecontent.agency\/wp-json\/wp\/v2\/posts\/3123"}],"collection":[{"href":"https:\/\/collectivecontent.agency\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/collectivecontent.agency\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/collectivecontent.agency\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/collectivecontent.agency\/wp-json\/wp\/v2\/comments?post=3123"}],"version-history":[{"count":0,"href":"https:\/\/collectivecontent.agency\/wp-json\/wp\/v2\/posts\/3123\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/collectivecontent.agency\/wp-json\/wp\/v2\/media\/9097"}],"wp:attachment":[{"href":"https:\/\/collectivecontent.agency\/wp-json\/wp\/v2\/media?parent=3123"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/collectivecontent.agency\/wp-json\/wp\/v2\/categories?post=3123"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/collectivecontent.agency\/wp-json\/wp\/v2\/tags?post=3123"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/collectivecontent.agency\/wp-json\/wp\/v2\/coauthors?post=3123"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}