17 Brand Publishers to Watch in 2017

Thunderfoot Team

These 17 brand publishers are poised to crush it in the new year.


By now, every content marketer knows that blogging is an important way to drive traffic to your company website and generate leads for your services. But the best company blogs do more than just blog: they’re strategy-driven brand publications that consistently put out high-quality, shareable content.

So what are these diamonds in the rough? At L&T, we have our eyes on these brands, which are poised to make a big splash in 2017:

1. Casper

Casper’s ‘Van Winkles’ is dedicated to one thing that we could all use a little bit more of: sleep. “Up until now, sleep has lacked true editorial authority,” Casper CEO and Co-Founder Philip Krim told PR Newswire. “By publishing Van Winkle’s, we seek to expand the boundaries and increase the importance of sleep.” The blog is devoted to providing up-to-date and interesting content on the subject of slumber, with brand promotion taking a back seat.

2. Precise Leads

Selling insurance is probably one of the last things you would think of when you hear the words “great content,” but a few minutes spent reading Precise Leads’ ‘The Orange Umbrella’ will prove you wrong. Not only does the blog cover hot news in the insurance industry, but it also provides its readers with a wealth of information and tips for closing deals, generating leads, and boosting sales productivity.

3. First Round Capital

First Round Capital’s ‘The Review’ is not just your run-of-the-mill blog about business. Featuring posts covering subjects from entrepreneurship to PeopleOps, with insights from some of today’s top thought leaders, this blog delivers content that will keep readers coming back.

4. ModCloth

ModCloth knows their buyers incredibly well — and their blog caters exactly to their tastes, providing them with a one-stop destination for everything they want to read on fashion and beyond. Chock full of witty quips and whip smart puns, the blog provides fashion inspiration and styling tips for the brand’s trendsetting readership.

5. Coca-Cola Unbottled

Coca-Cola has several company publications, but when it comes to blogging, Unbottled is definitely the richest in scope. With posts ranging from inspiring human interest stories to news about recycling and sustainability trends, this blog engages even the readers who aren’t (yet) diehard Coke fans.

6. Midwest Industrial Supply

Midwest regularly publishes industry-specific blog posts fit for external placement in leading trade publications like Mining.com and Mining Magazine. They have successfully carved out a niche for themselves in their industry, becoming a preeminent thought leader in the heavy industry space.

7. Warby Parker

This hip glasses purveyor knows its audience well. You might be surprised to find that the content featured on Warby Parker’s blog revolves more around literature than eyewear, with features such as a bold “What’s in His Bag” graphic for beloved characters like Holden Caulfield and Gregor Samsa. Then again, it makes sense: what goes better with a new pair of hipster specs than a classic work of literature?

8. Kissmetrics

This high-level blog should be a go-to resource for every marketer. Seriously: bookmark it now. The Kissmetrics blog incorporates detailed tutorials and advice on analytics and testing to help companies reach their full potential. If you’re feeling inspired, it even provides some creative tips on how to create a blog for your own business.

9. Hubspot

If you’re searching for the concrete business benefits of content marketing, Hubspot is a shining example of what’s possible. They used their blog to grow inbound traffic by 300% in just six months — they even wrote a blogpost about it. By producing evergreen content that appeals to a wide range of professionals, this results-driven publication is what every company blog should aspire to.

10. SupplyChainX

Who knew the logistics behind Burning Man or your Thanksgiving dinner could be so interesting? SupplyChainX excels at taking seemingly mundane and niche topics and transforming them into relevant (not to mention fun) reads that appeal to just about any reader. Did we mention that these guys were also rated one of the top five Instagram accounts for supply chain fans?

11. Trello

You may be familiar with Trello, a workflow tool with applications across a variety of industries. Their blog — in addition to the expected content on workplace productivity and how best to implement the tool — features insightful articles on startup culture and strategies for growth.

12. Whole Foods

If you’re looking for a tasty new cocktail recipe to try out for Saturday brunch, or if you’re dying to know what 12 cheeses you simply can’t live without, this blog is for you. The ‘Whole Story’ is fun, informative, and yummy — what more could you want?

13. Etsy

We all know that Etsy is the one-stop shop for some of the cutest, trendiest, and unique hand-crafted gifts. The Etsy blog serves as an extension of this artisanal ethos, providing a run-down on featured shops, holiday decorating tips, and gift ideas for the hard-to-shop-for coworker you picked for Secret Santa.

14. Patagonia

Patagonia’s ‘The Cleanest Line’ strives to “[encourage] dialogue about the products we build, the sports we love and the environmental issues we’re concerned about.” Their aim with every post is to create awareness and inspire people to take action to make the world a better place.

15. Canva

Whether you’re a graphic design novice or the Picasso of the visual web, Canva’s Design School publication has something for everyone. From crafting an attention-grabbing Keynote presentation to a roundup of innovative B2C social media campaigns, this blog will satisfy all of your lingering design questions.

16. Green Street St. Louis

Green Street is committed to sustainable building and urban redevelopment — and the company’s passion is reflected in its dynamic, visually appealing blog. Incorporating eye-catching photos of architecture, this publication demonstrates how the company is making St. Louis a greener, more beautiful place.

17. Yelp

Yelp’s Eat24 blog proves that lighthearted, tongue-in-cheek content can be just as effective as serious industry insights. Sometimes all you need is a collection of silly dog gifs or a cheeky ad campaign — and the promise of $2 off your pizza order, of course.