B2B Branding Strategy: Becoming a Brand Publisher

B2B Branding Strategy: Becoming a Brand Publisher

A successful B2B branding strategy involves data analytics, influencer programs and the evolution into a media company.

By: Michael Brito

Category: Social Data & Analytics

In this video, I talk about how tech brands can create a successful B2B branding strategy through people, process and technology. Enjoy the video and subscribe to my Youtube channel to be the notified when new videos are added.


In my last video, I talked about audience-informed content marketing and the different audiences you can listen to in order to discover insights that you can use to create content.

Today, I’d like to talk about the dependencies needed in order to make that happen.

Now we’ve all heard the idea of “B2B brand publishers” or “brand as media company”. Both buzzwords mean the same thing and also contribute to a B2B branding strategy.

And for those who haven’t let me quickly explain.

Now there are 5 factors that have been forcing brands to move into this direction for the last 5-7 years:

  1. There is a content and media surplus. There is no shortage of devices, media channels, notifications, text messages all vying for our attention.
  2. There is an attention deficit. Human attention span is extremely low, and the variance between the two is only increasing.
  3. Multitasking is a part of our culture.
  4. We have tunnel vision. Because we only want one to consume the content that is relevant to us at a given moment in time.
  5. The buyers journey is dynamic and unpredictable

If you combine all 5 of these factors, you can imagine how difficult it is for brands to reach their audiences.

This is why brands are adopting the B2B brand publisher model. Doing so helps them respond to the demand of the audience and create agile content quickly and with precision.

In order to do this, brands must build an organization that can foster an agile, data-driven, and creative team; and it boils down to three components.

  • People
  • Process
  • Platforms (or technology)

Obviously people represents the structure of your team. Now in a traditional newsroom, you have your editor in chief, managing editor, reporter and then there’s the production team – video editor, graphics, copywriter.

On the brand side, you need to have similar roles and in many case, you may need to rely on an agency.

First and foremost, you need an analyst. Someone who can mine the data, extract the media insights and find white space.

You also need an agile creative person. Someone who doesn’t need a brief to create something awesome.

You also need a content strategist. Someone who is familiar with SEO and content marketing. They should be able to write good headlines and ad copy that drive action.

And lastly, you need paid social strategist – someone who can manage and optimize ads in real-time.

From a process perspective, you need what I call a content supply chain which is a workflow that ensure you can create content quickly, get it approved, and publish it all within the same day.

And lastly, platforms represent technology. It’s the software you use to track audiences in real-time.

If your audience is traditional media, you may use Newswhip or Buzzumo which can track the virality and engagement of long form content.

If it’s a specific audience as discussed in my last video, you might use a audience Intelligence platform like a Brandwatch or Pulsar which can track real-time conversations, link sharing and trending topics.

So that my friends is how you build a content engine that will enable you to find and track your audience, actively listen to what they are saying, create content that they care about, publish it and then use paid dollars so they can actually see it. These are the core ingredients of a B2B branding strategy.

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