Increases branding
Regardless of where your content appears, it supports your branding efforts, often with lower creation costs and lower media costs. To this end, it’s important to have branding guidelines and integrate your content marketing needs and plans with your branding initiatives.
A prime example is Orabrush, which launched its product and built a brand around it on low-budget YouTube videos. (BTW, they’re one of the few products sold in a drugstore that has a pull strategy!)