The Owned Media Observer

Being an executive member of the grocery and retail giant has its privileges -- specifically a print and online publication that's filled with recipes, health advice, tech tips and feature interviews. 

In this episode I explore: 

Links: 

https://www.costco.com/costco-connection-online-edition.html

https://www.cnn.com/2020/02/24/business/costco-connection-magazine-retail/index.html

http://www.mediapost.com/publications/article/245123/costcos-surprisingly-large-circulation-magazine.html

More than 20 international editions. More than 12,000 pieces of content published in the first year. Available in 14 different languages. The scale at which Coke developed its digital magazine may be unprecedented. But what has it actually been saying, and how well does it resonate since the project began in 2012? 

Links in this episode: 

https://www.prweek.com/article/1277996/coca-cola-extends-content-strategy-unbottled-blog

https://www.businesswire.com/news/home/20160913005914/en/Coca-Cola-Journey%E2%84%A2-Takes-Storytelling-Road

https://contently.com/2014/01/29/one-year-later-is-coca-cola-journey-a-success/

https://www.coca-colacompany.com/

https://digiday.com/marketing/whats-next-cokes-branded-content-site-journey/

https://www.coca-colajourney.com.pk/

https://www.coca-colajourney.co.nz/

https://www.coca-cola.co.uk/

https://www.coca-colaindia.com/

First came 'Arriving Now,' aimed at riders attending New York Fashion Week in 2015. Then there was 'Momentum,' which offered content exclusively for its drivers. Most recently was 'Vehicle,' a digital magazine that focused on Washington in Seattle. It doesn't appear to have been updated since its launch two years ago, but remains a fascinating study in how the startup that ignited the sharing economy has been trying to change the narrative. 

Links in this episode: 

https://www.thedailybeast.com/yep-uber-now-has-its-own-magazine

https://www.seattlepi.com/business/article/Uber-rolls-out-Vehicle-a-magazine-that-shares-13044304.php

https://www.thedailybeast.com/yep-uber-now-has-its-own-magazine

https://www.scribd.com/doc/257417698/Momentum-Magazine-Issue-1

https://www.vehicle-magazine.com/

In the beginning there was HUSH magazine, but after initially backing away from the idea of its own publication, California Closets decided to do a sort of renovation, or rebuild. The result is Ideas Of Order, now in only its third issue in three years. Get a sense of why a closet company needs more than a catalog, and come away with ideas about beauty, confidence and joy. 

Links in this episode: 

https://www.dailymail.co.uk/femail/article-7996315/Martha-Stewart-creates-exclusive-line-chic-organizational-solutions-entire-home.html

https://www.poetryfoundation.org/poems/43431/the-idea-of-order-at-key-west

https://www.behance.net/gallery/18725471/Hush-Magazine

https://businessofhome.com/articles/california-closets-debuts-a-magazine-and-it-s-beautiful

https://www.ideasoforder.com/digital-issue/

https://www.ideasoforder.com/features/short-form/the-astonishing-wonder-of-effervescent-joy/

Its home delivery service may be no more, but the startup now owned by grocery firm Albertson's should look at continuing Plated's culinary content hub, which has all the right ingredients to build and sustain a community of foodies. And even if you're in a completely different kind of market, I offer some perspective on how you could apply Plated's approach to connecting and building relationships with customers. 

Links In This Episode: 

https://www.supermarketnews.com/deli/albertsons-has-new-plans-plated

https://www.marketwatch.com/press-release/plated-celebrates-mothers-day-with-special-holiday-menu-2017-05-02

https://blog.blueapron.com/the-secret-story-of-soil/

https://www.plated.com/morsel/

https://www.plated.com/morsel/asmr-video/

https://www.plated.com/morsel/table-inspiration-sandy-chilewich/

https://www.plated.com/morsel/tips-dating-food-lover/

https://www.plated.com/morsel/sweet-vs-savory/

https://www.plated.com/morsel/what-is-white-chocolate/

Away is best known for its chic but affordable luggage -- or at least it was, until a news story revealed a toxic work culture that stemmed from its controversial CEO. 

In another part of the company, though, sits Here Magazine -- an owned media property that uses some standard elements of the genre but offers some very personal takes on them. And there are some ways the content marketing reflects the brand in ways I never expected. 

Links In This Episode:

https://www.theverge.com/2019/12/5/20995453/away-luggage-ceo-steph-korey-toxic-work-environment-travel-inclusion

https://www.nytimes.com/2020/01/13/business/steph-korey-away.html 

https://medium.com/authority-magazine/female-disruptors-steph-korey-and-jen-rubio-are-shaking-up-how-we-look-at-travel-618cbcf7e2bb

https://www.fastcompany.com/40590583/up-up-and-away-the-luggage-upstart-taking-on-industry-giants

https://www.awaytravel.com/ca/en/airplanemode

https://leanluxe.com/scoop-aways-new-brand-extension-a-quarterly-travel-magazine-called-here/

https://twitter.com/away/status/885514302349856769?lang=en

https://www.fastcompany.com/40590583/up-up-and-away-the-luggage-upstart-taking-on-industry-giants

https://www.heremagazine.com/articles/paris-mallorca-travel-anxiety

It was already being bold and innovative by entering the world of "robo-advisors," but Wealthsimple has become as noticeable for its storytelling as for some of its other business moves. Wealthsimple Magazine, which evolved from a blog called Grow, has created several major content pillars, the best known of which -- Money Diaries -- contains human-centered narratives that will outlast their use in helping build affinity with customers. Believe me, this episode will be worth listening to. 

Links in this episode:

https://www.wealthsimple.com/en-ca/magazine/introducing-the-new-wealthsimple

https://www.wealthsimple.com/en-ca/magazine

https://www.fastcompany.com/40484278/how-wealthsimple-uses-star-power-to-break-through-money-anxiety

It's published by a venture capital firm but the quality of its editorial-style writing and editing has drawn flattering comparisons with the Harvard Business Review. Learn about a publication that's stayed true to its mission for seven years, despite operating in one of the most disruptive areas of business -- and setting a high bar not only for other content marketing teams, but other business magazines. 

Links in the episode: 

https://www.prnewswire.com/news-releases/elite-200-innovative-startups-selected-in-premier-global-competition-for-emerging-companies-that-bend-the-arc-of-human-potential-300986502.html

https://firstround.com/review/

https://techcrunch.com/2013/06/28/first-round-capital-debuts-original-content-and-knowledge-hub-for-startups-review/

https://firstround.com/review/

https://www.animalz.co/blog/content-lessons-from-camille-ricketts/

https://openviewpartners.com/blog/#.XiEM5VNKgXq

https://managingeditor.com/2-person-team-first-round-review-consistently-turns-top-notch-content/

https://shaneschick.com/