When every brand is a publisher, how do you stand out?
The feed may be full, but your audience is starving. Whether you want to be or not, every brand is now a publisher. And the cry for more posts, more videos, more whitepapers, more newsletters, more… everything – it’s deafening.
But, more output doesn’t equal more cut‑through. It just equals… more. Your audience doesn’t want more. They want exceptional. They want funny. They want educational.
Sarah Spence: CEO and founder of Content Rebels
The brands that are actually getting traction aren’t the ones with the biggest content factory. They’re the ones that edit like crazy. They kill their darlings. They ship the work that only they can publish. They understand what will fill their audiences’ cups.
Sarah Spence, founder and CEO of Content Rebels, explains which brands to emulate to get actual results.
Who’s doing it well
The epitome of exceptional content marketing – CommBank
Commonwealth Bank (with one of our competitors who I look to a lot for inspo – Medium Rare Agency) took the idea of an audience-first blog and then blew it out of the water. They stood up an owned media network (CommBank Connect) and extended their “Brighter” ecosystem into a national TV series, The Brighter Side, across Network 10 and 10 Play.
