In a world where “every brand is a publisher,” giving away audience-focused content is cheaper, more inspiring, and better for the world than interruptive marketing.
The companies that win friends and influence fans are the ones that give us content we want and unique experiences focused on us. For free. And those that do it well make a killing in business.
Birchbox, for example, grew its beauty sample service from zero to more than 100,000 subscribers (each paying $10 a month) in the past two years, according to MarketWatch. The New York-based startup drew attention in the noisy beauty products space in large part by producing a blog and magazine about grooming and makeup. Like Allure or Glamour or any traditional beauty mag, Birchbox talks about what its audience wants, and not about Birchbox itself.
See on www.fastcocreate.com
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