The Bronze Finch Brand Publishing

Put simply, brand publishing is when a ‘brand’ takes their content and uses it to make money.

But, isn’t that the same as content marketing? Not really.

Content marketing has always been a way for businesses to talk about what they do and put it out there for potential clients to find, read, and convert. But brand publishing is actually taking the content you know and own…and utilizing it to make money. For example, a personal fitness trainer using their recipes, blog posts, and questionnaires to create a journal or book…or even further, to create a recipe magazine!

When a brand takes the content they are creating and uses it to ‘create’ a new way to make money, this is brand publishing.

Publishing is what I’ve been doing for years. I was a journalism major who had to learn many other things to stay alive, and then when content marketing came back into style, I immediately began working with small businesses to manage their content and eventually monetize it! (Ask any of my clients, I always urge them to write a book to support their brand!)

Now, there is a name for it.

How It Works:

Fitness trainer-nutritionist approached me to start a blog. He needed help with how to manage his content for his website to attract advertisers. This is pretty standard. But upon prying a little harder, I asked him what type of one-on-one he did with his customers, questions, worksheets, recipes, anything that was considered content.
My suggestion was of course to provide that content in bits and pieces for his blog, but to also package it up into a journal. That journal could be sold prior to his one-on-ones, it could be used at networking meetings, and he could even list it online for sale in a print-on-demand model. He could use recipes as fillers and create different journals with ‘guided’ interactive questions. Not only would it draw people to his business, it would also aide his business. He could also create niches with potential advertisers to use as giveaways with their audiences and collaborate to create new leads and lists.

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If you are a business that is wondering how they can monetize their idea using a blog or publication and would like some ideas, please reach out.

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