YELL - how content partnerships can drive marketing value for a large media organisation

THE SITUATION:

Consumers expect richer content and useful advice when choosing local business media. The traditional approaches to provide this across Yell's diverse media channels incurred too much complexity, management resource and cost.

THE OPPORTUNITY:

Yell's print and digital media channels needed to develop more engaging and relevant content but avoid incurring new marketing costs, agencies or production complexity.

SOLUTION: MEDIA PRODUCT INNOVATION THROUGH PARTNERSHIPS

Strategy:- Develop a new partnership based model to allow collaborative content creation with owners of content. Seek out relationships with targeted, quality and trusted brands to alleviate editorial risk and content administration.

Pioneering:- Source, propose and recruit a suite of content partnerships across transport, local tourism information and key industries. Offer clear branding and channel benefits to partners and build simple processes to propose, contract, implement and review.

IMPLEMENTATION:

First, two strategic partners were established to provide in excess of 500 pages of complex, unique, branded print media content. In addition, more than 100 digital partners were sourced across industry and media to provide thousands of pages of free consumer facing online articles.

RESULT:

Millions of pounds of added value content per annum plus production and management process savings.

Benchstone can help you to successfully deliver your Partnership Strategy, Pioneer and Sharpen your Marketing Partnerships. For more information and an informal chat, contact Andrew Armour or call him now on (+44) 07971-231-025