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When Empower MediaMarketing’s content marketing arm, Magnetic Content Studios, was approached by their client Gorilla Glue, a leading adhesive solutions manufacturer, about a way to use Content Marketing to benefit their brand, it seemed like an overwhelming task. Research showed that their audience had a lot of questions, experts in the space had a lot of answers, and there were a great number of varied sub-categories of interest to DIY enthusiasts. ey agreed that content curation would be a good approach based on their goals and resources but needed a technology solution to ensure efficiency and scale. Partnering with Publishis, they achieved their goals and more. Here’s their story: THE CHALLENGE When David Germano, Vice President of Content Marketing at Magnetic Content Studios, reviewed the audience data his team compiled on search and social within Gorilla Glue’s targeted audience, it was clear that there was already a lot of authentic content on the web helping novices who might need advice for their DIY projects. e lack of “white space” in this content arena meant that any content Gorilla Glue would potentially create might get lost in the noise on the open web. is insight, along with the limited brand resources, led Magnetic Content Studios to recommend a blended content solution with an 80/20 editorial mix of curated and purely branded content. “By curating expert advice with some branded commentary, Gorilla Glue would help connect novices with the kind of insight they needed to get their projects completed. As a result, Gorilla Glue would become a reliable, helpful resource to these potential customers,” said Germano. THE SOLUTION David knew that tracking and organizing such a huge cross- section of content about different types of projects, mediums, and categories would tax a small marketing team. To give them the scale to curate the content they needed and easily transform it into useful short-form content, he recommended using Publishis, the leading content discovery, curation, and publishing platform. Working closely with the Publishis team, Magnetic Content Studios developed a taxonomy that drew in highly specific projects in different categories. ese included project types like repair and creation, surfaces like wood and fabric, as well as different environments like kitchens and outdoors. After feeding these requirements into Publishis, the platform was able to pull brand-relevant crafting, woodworking and DIY content (articles, blog posts, and videos they could embed) into the tool to be easily organized and annotated with the brand’s advisory voice and narrative. Building Customer Relationships With Content Curation David Germano, Vice President, Content Marketing at Magnetic Content Studios, part of Empower MediaMarketing “PublishThis helps us monitor, curate, and create content that is brand-relevant.” CASE STUDY
