[Must-read for PR professionals!] What are the strengths of content marketing that you're too embarrassed to ask about now? Part 3

Hello everyone. This is CARTA ZERO Lifestyle Digital CONNECT.
This article is the final, third installment of our three-part series on "Reasons why you should advertise on content media." From LDC, which regularly shares content related to content media, we would like to talk once again about the unique benefits of content media advertising.

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Part 1 article: https://note.com/cci_ldc/n/n7ce55c81743c
Part 2 article: https://note.com/cci_ldc/n/n155b02a552fe

Table of Contents

To begin with, what is content media?

Content media refers to media that edits and provides news and information itself. Examples include web versions of magazines published by publishers, news sites provided by newspaper companies, and ranking sites where consumers post reviews.

In this third installment, we will focus on the point that "content is created" and explain it in detail.

Content Media Strength ③ - Content is created

Content is created within the initiative

The point where initiatives utilizing content media differ significantly from other advertising initiatives is, simply put, the fact that "content is created (produced)."

In "tie-up initiatives," which are the mainstream strategy for content media, initiatives are carried out with content produced by the media, such as articles and videos, as the core. That is exactly what makes it so different from initiatives on other media.

In the case of typical advertising initiatives, it is common to take the form of running materials (creatives) created by advertisers, agencies, etc., into slots owned by media companies, but in tie-up initiatives for content media, "the media produces content," and "that content remains as an asset" are important points. In other words, among advertising initiatives, tie-up initiatives can be called "initiatives that can create new things and leave them as assets to be accumulated."

Utilization of produced content

We explained in the previous section that tie-up initiatives for content media are initiatives that can create new things and leave them as assets, but to maximize the effectiveness of this initiative, the utilization of the produced assets (content) is a must.
These are generally called "secondary use," and there are various utilization scenarios, but representative utilization scenarios are as follows.

• Diffusion on other platforms (media)

  • Spread articles on SNS to achieve large-scale reach

  • Utilize advertising to deliver produced articles to more people

• Posting on owned media

  • Store as content for owned media and enrich your own content

• Utilization in offline initiatives

  • Use in explanatory materials for customers or recruitment materials to boost understanding and credibility

  • Use for POP displays in stores where products are sold

In this way, even after the tie-up initiative itself has ended, you can utilize the content you created for various scenes and purposes, making it possible to build a foundation for your overall strategy.

Because tie-up initiatives involve production costs, they are often perceived as more expensive compared to other initiatives, but if you consider this inclusion of post-initiative content utilization, it can be said that they are extremely useful initiatives compared to others.

Of course, there are also effects from the tie-up initiative itself, so if you would like to know the specific effects and benefits of tie-up initiatives, please take a look at the articles from Part 1 and Part 2!
Part 1 Article: https://note.com/cci_ldc/n/n7ce55c81743c
Part 2 Article: https://note.com/cci_ldc/n/n155b02a552fe

A 3-line summary of this content

• The major difference between content media and other media initiatives is the very fact that "content is created," making it an initiative that can generate assets, unlike other initiatives.

• Created content can be used for secondary purposes in various scenes, allowing you to expand the scope of your initiatives.

• Content media tie-up initiatives demonstrate their true value by making full use of the secondary utilization of the created content.

In conclusion

How was it? In this third article, we focused on the fundamental core of "content creation." We have introduced the strengths of content media over the course of three articles, and we at LDC would be delighted if this has helped you understand the strengths of content media or sparked your interest in utilizing them even a little.

LDC will continue to share valuable information about content media in the future. If you have any requests, such as wanting to consult about utilizing content media or wanting to hear more, please contact us at the link below!

■ Inquiry Form: https://know-how-now.cci.co.jp/download/ad_ldc_service