Postmedia’s Holistic Approach to Content Marketing

content works

Launched in November, Postmedia’s new division, Content Works, brings together three of the company’s platforms: Postmedia Works, Postmedia Labs and Infomart to provide a holistic approach to content marketing. The new unit has attracted nearly 15 clients, according to Yuri Machado, senior vice president, integrated advertising and strategy.

Machado said Content Works delivers three different types of content for clients: licensed, vertical and custom. It also utilizes four approaches: strategy, create, deploy and measure.

The division’s strategy approach provides clients with targeted audience reach through planned flow of content. Postmedia focuses on content deployment by meeting audiences wherever they are, be it on the Web, in print or on mobile.

Yuri Machado
Yuri Machado, Postmedia Content Works senior vice president

Create is one of the keys to the success, said Machado. Because Postmedia represents more than 200 brands in print, online and on mobile, the company has a leg up compared to other content marketing agencies. By utilizing these strategies developed by its editorial brands, Postmedia has the unique ability to create compelling and creative content for its clients.

“Because of the journalism (we do), it’s like a big petri dish on how Canadians are consuming and engaging with content,” Machado said.

Content Works also measures content analytics through its Infomart platform, which allows clients to track the impact of their content.

When Content Works created a series called “Active Investor” for investment firm Blackrock on the Financial Post’s website, the series garnered more than 30,000 quarterly page views. According to their case studies, media executions include editorial sponsorship, sponsored content, native advertising, social amplification, print insertions and live events.

However along with the success, Machado said working with companies from other sectors has been “a learning process.” Currently, they’re developing technology to better deploy content to clients with different CMS systems.

“When you’re working with tech and financial (clients), we don’t want to have to customize content for each CMS,” Machado said.

To continue to provide the custom material that clients are looking for, Content Works is building new algorithms that provide seamless technology platforms for its portfolio of customers. Machado said this could take anywhere from six to 24 months. Currently, their focus is building strong and innovative content for their national clients.

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