Havas Media Group has joined with content management platform NewsCred in a pairing that will give Havas clients access to more than 5,000 high-profile publications.
NewsCred’s software aims to simplify all stages of the content distribution process, from planning, curation, and distribution to ROI measurement, by consolidating the process into a single platform. The partnership will also give brands the opportunity legally source content from a network of 5,000 leading publications including the Associated Press, The Economist, Evening Standard, and Forbes, among others, spanning more than 100 countries.
The partnership between Havas and NewsCred will streamline the often disparate stages of content creation, distribution, and management, according to Shafqat Islam, chief executive (CEO) and co-founder of NewsCred. “NewsCred is the most comprehensive content marketing software, empowering Havas clients to execute with creativity, speed, and global scale,” Islam says. “We see many marketers using countless point solutions to cobble together a sub-par workflow for content marketing. It’s no wonder they often see a poor ROI on their content marketing efforts as the process becomes laborious and inefficient.”
Havas and NewsCred have a three-pronged approach to providing efficient content solutions for clients. “At the start, it is a robust content management tool that allows teams to get rid of the complexity usually associated with content production,” says Dominique Delport, global managing director at Havas Media. “In the middle, it allows clients to either easily create rich content-driven destinations or to enrich their own corporate sites to turn them into more lively destinations for their clients. In the end, it provides accurate real-time analytics allowing constant refining of the editorial line.”
This new venture comes on the heels of last year’s partnership between Havas and Universal Media Group (UMG), which gives Havas clients access to music data around some of the industry’s most popular artists, like Taylor Swift and Elton John, to generate better targeted content for brands.
“Our partnership with NewsCred works in the same way as our partnership with UMG, combining strategy with data to create relevant and engaging stories that our clients can use to reconnect to their audience,” says Delport.
The news comes after reports that Publicis Groupe is slated to buy Relaxnews, a platform that combines data and content for brands and media. These two partnerships are probably indicative of a growing trend of brands as publishers, according to Brett Rosin, CEO of Rant, a digital media network.
“Major agencies should want their own publishing properties so they can control the output of content while maintaining the relationships with the brands they house directly and going after target demographics,” says Rosin. “This type of content consumption isn’t going to go away. In fact it will continue to grow, which means more and more advertising dollars shifting from print and TV to digital. Agencies will pocket more revenue by owning their own properties while creating a juggernaut if they properly transition into media properties.”
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