Brands as publishers: 15 market leaders that get content right
Contents:
1. Tell a story that matters
1.1 Be useful (Mint.com) Pg 06
1.2 Talk about people, not product (Redbull) Pg 10
1.3 Write stories, not sales pitches (iQ by Intel) Pg 14
2. Think of content as commerce
2.1 Break down barriers to entry (Charles Schwab) Pg 18
2.2 Curate a lifestyle to covet (Mr Porter) Pg 22
2.3 Get people to like, love, want, buy (Elle magazine) Pg 26
3. Meet audiences where they are
3.1 Make sharing simple (Walmart) Pg 30
3.2 Get your content out into the world: syndicate
(OPEN Forum by American Express) Pg 34
3.3 Go mobile (Major League Baseball Advance Media) Pg 38
4. Build an affordable, sustainable content strategy
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