A thought leader in content marketing

Medialounge simplifies access to quality journalism to help businesses communicate in innovative ways

Photo courtesy of Medialounge Co-founders Jorunn Flydal and Henriette Hedløv.

Photo courtesy of Medialounge
Co-founders Jorunn Flydal and Henriette Hedløv.

Rasmus Falck
Oslo, Norway

Medialounge was awarded “Thought Leader” at the Epic Content Marketing Conference. The company was created three years ago with the mission of supporting quality journalism and thought leadership. Based on a foundation of respect for journalism and a realization that quality content is becoming increasingly important, Media­lounge generates new revenue streams and distribution channels for future media.

Two communication advisors, Jorunn Flydal and Henriette Hedløv, left their jobs at a public relations company and started the digital market place for licensed, journalistic content in Oslo. After a brief period, they made agreements with big, international publishing houses such as Financial Times, Fast Company, INC, and The Telegraph to license content mainly for advertisers and brands investing in the marketing trend of “content marketing.” Medialounge claims that their model is significant, especially for industry magazines and niche media.

With the intention of changing or enhancing consumer behavior, content marketing attracts and retains customers by consistently creating and curating relevant content. The ongoing process focuses on owning media, not renting it, and is best integrated into the overall marketing strategy. It is the art of communicating without selling. Instead of pitching the products or services, this content strategy delivers content that educates the consumer. The idea behind content marketing is that consistent, trustworthy communication from businesses will encourage brand loyalty from the customers.

For publishers, the old business model is no longer sustainable as new media habits occur. They are experiencing a decline of revenue and reducing the editorial teams, and the symbiotic relationship between advertisers and publishers is becoming less obvious. Instead, publishing is becoming the new marketing strategy for businesses looking to reach their customers in innovative ways. It can be difficult to find enough content, however. By obtaining legal rights to publish content from world leading publications and thought leaders, Medialounge assists brands in producing relevant, high-quality content marketing that will engage their audience.

With deep respect for journalism as a profession and a realization that independent journalism is more important than ever, Medialounge wants to create new revenue streams for the publishing industry by simplifying access to quality content from other national and international publishers. A promising startup!

This article originally appeared in the May 6, 2016, issue of The Norwegian American. To subscribe, visit SUBSCRIBE or call us at (206) 784-4617.

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Rasmus Falck

Rasmus Falck is a strong innovation and entrepreneurship advocate. The author of “What do the best do better” and “The board of directors as a resource in SME,” he received his masters degree from the University of Wisconsin-Madison. He currently lives in Oslo.