From Business to Brand Publisher: These Brands Are Killing It!

Brought to You By Scott Wescombe, Author of

8 Steps To Make Your Life & Physiotherapy Business BOOM!: Imagine How Your Life Would Feel if Your Profits & Free Time Both Tripled

A post on the Harvard Business Review blog notes that nine our of ten companies are using content as a marketing vehicle. Instead of selling adds and writing silly jingles, these companies are developing useful, engaging content for potential clients. The most successful companies use articles, photos and videos to tell the story of their brand.

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The Content Marketing Institute conducted a survey, whose results indicate the 70 percent of people would prefer to learn about a company through an article, rather than an ad. This paradigm shift represents a change in strategies, from push marketing to pull marketing. Push marketing – or repeating the same message over and over again – went out with the Mad Men. Now, your potential clients want to see information that entices and pulls them toward your business. This strategy makes sense for health business owners,who are selling their knowledge and expertise. These health and fitness related brands have mastered the art of pull marketing.

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The Equinox Fitness Center began as a tiny gym on Amsterdam Avenue in Manhattan, New York. Now, they have expanded internationally, and even overseas. The company motto: “It's not Fitness. It's Life.” As such, they have created a highly informative lifestyle magazine called Q. The online journal features recipes, travel ideas, hotel room workouts and fitness tips from the club's elite team of personal trainers. Membership is not required for reading the site, and as health magazines go, it's a lot better than many on the market.

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The Lorna Jane company designs active wear for women. They aim “to inspire women to live their best life through active living.” Their brand sits upon a three pillared philosophy:

MoveNourishBelieve

Like Equinox, they have joined the brand publisher party, and created a magazine appropriately called Move, Nourish, Believe. Company CEO Lorna Jane Clarkson has also written a cookbook titled “Nourish, The Fit Woman's Cookbook.” This free webzine alsooffers little extras such as a life checkup evaluation sheet.

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Is Red Bull trying to become the next Virgin Atlantic? Once known only as an energy drink manufacturer, the company created Red Bull Media House in Europe in 2007. Later, they expanded to Hollywood and New York City. Red Bull now owns a content marketing company, a record label and a film production company. In addition to featuring extreme sports related articles and photos, the company allows brands to license their content and use it in their own marketing campaigns. Pretty cool, huh?

Want to learn more about becoming a brand publisher for your health, fitness or wellness business? Check us out at HealthBusinessBoom.com.