The Brand as Publisher Masterplan – Reinventing Content Marketing for the Next Decade
Posted by SimonPenson
[Estimated read time: 20 minutes]
Content marketing has an image problem.
Like all potentially transformational opportunities, the world sees something glistening and jumps in head first to claim a piece of the next “goldmine.”
The ensuing digital gold rush that follows often creates a stampede to be first, rather than best, and normally strategic thinking is usurped and instead replaced with a brain-out approach to delivery.
And in the case of the content marketing revolution, the result has been an outpouring of disconnected content that adds little value and serves very few, leaving many with nothing more than a handful of “failed” content campaigns to show for the effort.
It’s something I see every day, and it is incredibly saddening.
Content marketing, you see, is not the answer to those prayers. It’s simply part of a much broader strategic picture that I call the “Brand as Publisher” play; a reset of the core principles behind the content marketing charge.
This piece is designed to explain precisely how you can take the “Brand as Publisher” approach, what it is, and how it can help your business succeed with content.
I’ve even created a unique Brand as Publisher Toolkit for you to download to help in that quest! Click the banner below (or at the bottom of the post) to grab a copy.
Defining the opportunity
So, what exactly is “Brand as Publisher?” Put simply, it’s changing your mindset to put content at the forefront of your business, almost before the products or services that you sell.
As controversial as that may seem, the idea is that you’re able to build an engaged, loyal audience of value for your brand… an audience you can then monetize later.
It’s a long-term play, without doubt, and one that requires consistent investment in both time, resources, and cold hard cash — but it creates “cast-in-granite” value that your competitors will find impossible to steal away from you.
Those who take the time and effort to do it will beat you in the long run, and there will be little you can do about it!
Now, before you close your browser, let me add a dose of reality. The suggestion is NOT that you start a magazine or newspaper for a living, but instead take the value from that business model and leverage it for your gain.
In many ways, you must start to…
“Imagine yourself as THE leading consumer magazine for your market.”
The easiest way to do that is to imagine your business as a magazine, as the leading publication for your specialist market and THE place anyone with even the slightest interest in your area of expertise goes to expand their knowledge.
Think about it for a second. In the same way that newspapers and magazines create “value” by sharing quality content on their specialist area and then building an audience around it, so can you.
Where they then monetize that audience by selling ad space, you …read more
Source:: Moz Blog