From 3C to finance, how do Taiwanese companies use self-media to deepen their content marketing?

[About the author] Fabius Chin, known as White Bear in the world. He is currently the co-founder of the website “Content Hacker”. He has more than 20 years of experience in public relations, marketing and media practice, and is good at marketing copywriting and content marketing planning.

Qin Zhenjia has worked in the media, internal corporate marketing public relations and public relations, and marketing consulting companies, and has complete experience in the demand side and supply side of content issues. Interview experience covers information technology industry, medical biotechnology industry, financial industry and government policy, etc.

Last time We selected two corporate self-media representatives from the book “The Power of Content”, one is [Coca Cola] in the general consumer (B2C) field Journey](http://www.coca-colacompany.com/), and the other is NEC Wisdom in the enterprise market (B2B) field.

Of course, there are many companies that specialize in self-media in various fields, even like [Michelin Tire] in France (http://www.michelin.com.tw/TW/zh/homepage.html). Michelin Tires reminds us that people are willing to drive to mountains and seas in pursuit of delicious food (this is human nature). In order to encourage people to drive more in search of delicious food to consume tires, the world-famous [Michelin Restaurant Guide] (https://restaurant.michelin.fr/) was launched across borders. Therefore, the scope of extension and application of corporate self-media is actually far beyond our imagination.

In fact, there are many companies in Taiwan that have been operating their own print self-media for a long time. At present, they mainly operate industry targets that the company specializes in. In addition to being distributed as free subscriptions, there are also media that are publicly distributed and sold. Of course, if a company uses a website, e-newsletter or blog to publish articles, regardless of whether it charges a fee, it is also considered a type of corporate self-media.

Here are a few examples of Taiwanese corporate self-media for your reference:

Aurora Group: “Aurora Monthly”

Format: bimonthly, free subscription

“Aurora Monthly” has a long history. If we start from the company’s internal publication in 1971, it has a history of more than 40 years.

Since Aurora Group’s main business items are office equipment, furniture and related electronic products, the themes of the magazine mostly revolve around corporate business opportunities, innovation and marketing and other issues that companies focus on.

Some columns in the magazine will be used to illustrate content marketing cases and technological trends, such as “Cloud HR System Assists Enterprises in Digital Transformation, Great Leap in Efficiency”, which uses cases to introduce the advantages of Aurora’s own system. If Aurora can demonstrate its expertise by comparing before and after renovations in the “Almighty Home Renovation King” program and describe how companies adjust information systems or office room decoration layouts to adapt to changes in internal and external needs, it should be more interesting to B2B readers.

ASUS: “Digital Frenzy”

Format: bimonthly, publicly distributed for sale

The Digital Frenzy Monthly, which is about to publish its 50th issue, is one of the content marketing channels to promote its own 3C products by entering the magazine market after the craze for information magazines in Taiwan gradually subsided.

You can see many introductions to ASUS’s own new laptops, mobile phones, tablets and other products in “Digital Frenzy”. From a purely traditional marketing perspective, there is nothing wrong with it. But for consumers, in addition to the functions and performance of the products, they will also want to know the benefits that these products can bring to consumers. If the content model can be more biased towards the reporting method of general information magazines, I believe it will dilute the advertising color and build more trust.

Taiwan Financial Research and Training Institute: “[Taiwan Banker Magazine] (http://service.tabf.org.tw/TTB)”

Format: Monthly magazine, published for public sale

“Taiwan Banker” magazine was founded in 2009. Its main topics focus on banking business, but also extend to insurance, securities and other financial business-related fields. In addition, important financial-related issues such as digital currency and information security also fall within the scope of this magazine.

Since the Financial Research and Training Institute itself is not affiliated with any financial holding group, it is more qualified to provide articles that comprehensively review the industry’s high levels and needs. For people in finance-related industries, Taiwan Banker Magazine is already a very fair and professional media. Therefore, the magazine can use professional articles to establish an authoritative impression of the publication in the industry.

Of course, there are definitely many corporate self-media published by companies or non-profit organizations in various professional fields in Taiwan. If you have other recommended corporate self-media, you are welcome to share it with everyone through the comments under the article or [Content Hacker Facebook Fan Page] (https://www.facebook.com/contenthacker.today/). We look forward to your sharing.

We are about to hold a “Content Hacking” lecture on March 13. The topic of this discussion is “[How to run corporate official websites, blogs and publications] (https://www.accupass.com/go/chl5)”. Everyone is welcome to sign up to participate!

★ Recommended reading:

• Enterprise owned media: A content marketing tool that even Coca-Cola and NEC love to use

• Operating corporate self-media, starting from becoming a “growth editor” ★ Photo Credit: Breather, [Aurora Group official website] (https://www.aurora.com.tw/xcmonthlymag?xsmsid=0H018563090172600027), [Asus official website] (http://event.asus.com.tw/digitrend/), [Taiwan Banker Magazine official website] (http://service.tabf.org.tw/TTB)

★ Content Hacking Lecture Series (CHL5): How to run corporate official websites, blogs and publications [Registration now]

★ Content Hacking Lecture Series (CHL6): How to use presentations for content marketing [Registration now]

★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)“

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Further reading

• Shifa Magazine and Enterprise Self-Media: Practical Theme Planning of 3C Content
• Corporate self-media: a content marketing tool that even Coca-Cola and NEC love to use

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