Editorial content moves to third party sites

Our new digital media days don’t seem to just be promoting the virtues and powers of image, but now are working notable changes on how editorial content is put together and presented. Where social media once saw designers and fashion

firms alike scrambling to put together their own branded content on their web sites and attract a flock of followers that way, now the future of digital marketing seems to be to transfer this content onto third party sites – be it online sites, blogs or most importantly Facebook.

Notably nor does this shift mean the demise or weakening of editorial content – it is still key to maintaining a voice and brand persona wherever it be placed.

Quynh Mai, founder and chief executive officer of Moving Image & Content, a digital agency focused on content and marketing says, ‘“I believe editorial content is necessary — it’s the crux of your company — but in 2.0, that content best lives off-site, outside of a brand’s site and drawing the consumer back to your digital flagship store. The whole purpose of branded content is to engage the consumer where they live, which is on Facebook, blogs and more, and to put that content primarily on the branded Web site is speaking to the already converted’(WWD)

It’s true that to stay on the new frontier of our digital boom, moving content to third party sites is a further step to going where consumers go, drawing in fans, and gauging what drives traffic and what doesn’t.

It’s about finding new, multiple and diverse channels of distribution for a piece of content which then in turn will hopefully draw the consumer back into the fashion brand.

Image: Moving Image & Content