Helping King Fish Media Become The Media
Background
King Fish Media helps top brands become the media by launching their own content channels, rather than “renting” space from existing outlets.
Determined to practice what they preach — but finding it challenging to do it for themselves — King Fish Media worked with Channel V Media to create a dedicated thought leadership content program aimed at extending their reach, generating leads, and acting as fodder for media coverage.
Challenges
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With the rise of the content marketing movement,
advertising, marketing and digital agencies began introducing new content offerings — presenting unexpected competition for KFM.
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King Fish Media’s CEO and CMO
were experts in the content and publishing space, but nobody knew it.
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KFM’s background
was in print magazines (custom publishing), but they wanted to quickly introduce digital capabilities — and become a go-to agency for digital content.
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King Fish Media
had a rich history of working with top brands but hadn’t received any recognition for it.
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Their business development
efforts consisted of traditional in-person networking and word-of-mouth referrals. The company not only needed to scale, it needed to compete.
Strategy
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01
Introduce a content library with a variety of custom content types: research, ebooks, newsletters, webinars, case studies, and contributed articles
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02
Create a mobile app and podcast series that would allow KFM to showcase its digital capabilities
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03
Develop content partnerships with media to get thought leadership in front of large and highly-targeted audiences
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04
Publicize King Fish Media’s work with top brands to drive interest and traffic back to the site, where visitors would download gated content
Deliverables
| Developed The Kings of Content Mobile App previously available in the Apple App Store, which housed a weekly podcast series, and gave users in-app access to KFM’s blog, downloadable thought leadership content, and social media | Introduced a number of custom landing pages to host gated downloadable content | Launched a three-part research series, “What Do Marketers Think?” in partnership with Hubspot and The Content Marketing Council | Wrote and secured placement for more than a dozen contributed articles in industry outlets |
Results
| 100 pieces of media coverage | 1000s of social media and online mentions | 2000+ downloads of research series |
| Secured a regular column for King Fish Media’s CMO in MediaPost | Secured regular contributor opportunities in respected marketing and business outlets | Secured tier-1 news and trade media coverage for King Fish Media’s work for brands like Zappos, Carrabba’s Italian Grill and Kretschmer’s Wheat Germ | Raised King Fish Media’s profile and visibility significantly, resulting in inbound speaking invitations, countless leads, and closed business opportunities with brands such as David’s Bridal and Kate Spade |