I remember writing my first op-ed. Everything seemed to be happening in a flurry, as it always happens when an issue is sent to the printer. It was a glossy magazine about business. I joined the team during the final week, practically hopping on a train rushing at full speed into the transforming heat of the printing presses. It seemed to me at the time that the column was too superficial. We took photos for it in the office yard and added them to the layout just in the nick of time. That was 11 years ago. It never fails to amaze me how fast the present flies by, swallowing up technology and changing surroundings in a matter of days. Now you don’t have to wait for the layout, printing, and media logistics to communicate with your reader, share relevant information, and discuss what’s happening in the world. The ubiquitous Internet and any convenient interaction channel (social networks, messengers, newsletters, podcasts, websites, etc.) are enough.
New media are becoming a common way of satisfying information hunger. If a few years ago the reader absorbed everything that got caught up in the still customizable and learning algorithms of search engines, nowadays we’re more careful about the sources of information, to which we give a chance to be read, heard, and watched. Everyone forms a notification feed in their own way, shadow banning and leaving behind an impenetrable fence around what is not in their area of interest. And that’s where brand media comes to the fore. This is a good time for such projects to find and build their community.
To avoid misunderstandings, let me remind you what brand media are. They are online magazines attracting new audiences, introducing them to products, and helping them understand what the company stands for. The main and decisive part of the term is “media.” For example, CoinsPaid Media is an independent product with its own concept, branding, and tone of voice. It’s tied to the CoinsPaid brand, but it works, attracts readers, gathers the community, and operates independently. The brand develops and creates an ecosystem, offering various solutions for businesses working or planning to work with cryptocurrency assets, while CoinsPaid Media writes about cryptocurrencies, NFTs, DeFi, Web3, and other topics related to the digital economy in an accessible and entertaining way.
Why does a company need brand media? Situations can vary. For instance, the company creates complex products that raise lots of questions for the user. In this case, brand media will immerse the reader in the environment, explain complex things in simple language, answer the audience’s inquiry, and encourage them to use the brand’s solutions with no fear.
One more example. The company makes high-tech products that will transform or forever change the field in which they exist. The media project here acts as an aid to education, new knowledge, and news that the sphere is changing, and there is no need to be afraid of that.
Such projects are being increasingly monitored. They give value precisely because a concrete person wants to understand and learn what product or company to look closely at. Therefore, now is the moment when the huge news aggregators with dozens of headings and rubrics are receding into the background, letting the new media, among which there are many brand-name projects, move forward. This benefits both readers, who get the information they need, and brands, who create full-fledged media ecosystems around themselves.
Cryptocurrencies and the digital economy are actively developing. Many people with various educational backgrounds, needs, cultural perceptions, and social and economic upbringing want to know more about things going on around this environment. Therefore, companies that launch educational, supportive, and news brand media along with an advanced product to support their future user, in my opinion, have a better chance of becoming not just part of the promotion strategy, but rather the very provider of the content the reader is interested in. They are the place where people tend to go for information that is interesting, useful, and responsive to their needs.
