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Many of the content found in the magazine and on its website are well over 1,2000 words, and the editorial team is dedicated to telling unique, real-life stories that provide both value and entertainment.The magazine puts a high emphasis on visual storytelling, using exclusive photography and illustrations to bring long-form content to life.
In this episode of This Old Marketing, Robert and I share our thoughts on an article about the future of big media.
It’s on life support and needs to make some major changes to survive.
It features blog posts, videos, and long-form guides that aim to help entrepreneurs make better decisions as they navigate the small business world.
“Local Business Stories” works for American Express because the stories resonate with OPEN Forum’s target reader/customer: small business owners. A lot of entrepreneurs learn on the job, and a lot of them learn from other small business owners.
The magazine serves as a marketing tool for Red Bull, and the company provides financial support to supplement the advertising revenue generated by the publication.
Why it’s Great Red Bull has adopted a traditional journalistic approach to creating long-form features about sports, culture, and lifestyle (all topics prevalent in Red Bull’s other marketing initiatives) that are both relevant and interesting to the brand’s target demographic.Ever since then, Red Bull’s been mainly targeting a segment of 18- to 34-year-old men based on their interests—being outdoors, taking risks and having fun.The brand began sponsoring “edge sport” athletes, like base jumpers, BMX racers and mountain bikers, as well as “e-sports,” which did not have many big brands attached to them.American Express is providing stories that help small business owners learn from other’s mistakes and successes.Within the context of content marketing, successful storytelling aligns (both directly and indirectly) to a company’s mission without actually calling out the company’s products or service – storytelling is not the place for a hard sell.Rants and raves include a bright future for audio content, the diminishing human attention span, and the rise of digital agencies within the world’s largest consulting firms.We wrap up the show with the origin story behind Red Bulletin magazine.However, recent studies have shown the opposite; long-form content is the comeback queen.More specifically, it’s non-fiction long-form storytelling that’s really having a moment right now.Companies have been telling their own stories for years (crafting creation myths, case studies, etc), but the rise and importance of content marketing has provided companies with more opportunities to tell stories online that grab the attention of their target customers, build trust, entertain and educate.We found three brands that are doing this extremely well: Red Bull, Casper and American Express. Red Bulletin is a magazine, an international men’s lifestyle publication, owned by Red Bull (the energy drink).