For Reynolds, reaching consumers with content means both being a publisher itself, by distributing beautiful recipe content on Instagram via its “Endless Table” social campaign, and working with publisher partners like Meredith to create content.
Being a content producer gives Reynolds “full control over the product message” and an opportunity to create its own “brand personality,” Burns said.
But Reynolds values media companies like Meredith for the “third-party credibility that comes with the publisher’s name” and their “efficient production capabilities and expertise in what consumers want to see," she added. There’s room for brands to both be publishers and partner with publishers.
Even as content marketing grows, brands are realizing that such initiatives are not always scalable.
Reynolds says its philosophy is to make “strong investments with key partners [that] naturally fit our style and target [audience],” Burns said.
Meredith’s Rothschild puts it this way: “You are seeing advertisers consolidate budgets in the hands of people who can move the needle for them."