Depending on the sector, types of content and media employed, the benchmarks can vary significantly.
For each sector, we need to know the editorial concerns of the public, zero in on the main actors and best practices, map predefined areas, figure out the contact points and relevant distribution channels and conduct a comparative analysis of the different media.
It is useful to take into account:
- Sectors that are closely related (e.g., banking and insurance, soft drinks and spirits)
- Sectors that compete around a same area (e.g., the medical, food and insurance sectors clash on the content around the area of “health”)
It is the critical mass of cases that allows us to have a clear picture of the competitive landscape—VeilleBrandContent has identified 150 to 450 relevant cases organized by sector.
To help brands gain a better understanding of editorial strategies, the Brand Content Institute has developed a series of sector studies based on brand content (Luxury, Insurance, Beauty, Food, Distribution, Home, etc.).