To launch a micro-site initiative, working with the media company for a brand provides some advantages. One of them is to facilitate customers acquisition. Ogilvy & Mather understands this concept. The agency has just launched Content + Pervasive Creativity, a micro-site hosted by FastCompany: Co-Create, (source: Matthew Flam, in Crain’s New York).
Editorial strategy “Co-Create” revolves around entertainment, marketing and technology. The micro-site, Content + Pervasive Creativity, will focus on content marketing. It will publish videos and posts created by Ogilvy and certain of its customers.
In addition to providing a tactic of rapid acquisition through the site, “the team at Fast Company will operate as a kind of editorial consultant,” writes Matthew Flam. Christine Osekoski, publisher of Fast Company, “the sponsored content has become part of increasingly important for the Fast Company business model.”
By facilitating the acquisition of traffic through numerous content marketing efforts, media brands have an advantage that goes well beyond their skills to create engaging content.
For their part, some brands have realized the importance of content marketing in the content marketing world. According to a study by the Boston Consulting Group – The Connected World: The Internet Economy in the G-20: The 4.2 Trillion Growth Opportunity, March, 2012 – 74% of Internet users use Google to learn about a product or service. Study indicates that these online searches generate $ 482 billion in turnover offline.