8 steps to become a brand publisherWhy Businesses Need to Become Brand Publishers?

Because the world has changed drastically since the internet, social media and mobile broadband have enabled us all to become information resources for each other. The newspaper industry lost $40 Billion in advertising revenue since 2000 as traffic to social media sites soared.

The USPS is seeing 200 million fewer pieces of mail each year (and a massive loss to profits as a result) because the way we send and receive information has changed dramatically in a short period of time.

In short, businesses need to become brand publishers because the world has changed and our tired, old promotional tactics are no longer working they way they used to.

Content is the new advertising. Brands need to become better storytellers and think and act like publishers. What do publishers do? There are 2 important tips for any aspiring brand publisher:

  1. Create content your audience is looking for
  2. Run your branded content program like a business. In other words, create content that converts! And measure your results.

These are the main takeaways of my latest presentation: 8 Steps to Become a Brand Publisher

Let me know what you think in the comments below. And please follow along on TwitterLinkedInFacebook  and Google+ or  Subscribe to the B2B Marketing Insider Blog for regular updates.

About Michael Brenner

Michael Brenner is the Vice President of Global Marketing for SAP where he leads content strategy and serves as the managing editor of the company’s award-winning Business Innovation thought leadership blog site. He is also the author of B2B Marketing Insider, a contributor to Forbes and a frequent speaker at industry events covering topics such as marketing strategy, social business, content marketing, digital marketing, social media and personal branding.  Follow Michael on Twitter (@BrennerMichael)LinkedInFacebook and Google+ and Subscribe to B2B Marketing Insider by Email

5 Comments

  1. Ann Bevans said…

    Nice presentation. For most B2B companies, thinking of themselves as publishers is a huge shift. Content creation is all too often seen as overhead. By becoming a publisher, businesses get more control over their marketing funnel and better methods for measuring progress. Thanks for the post!

  2. Nick Trendiv said…

    Solid, repeatable approach though I believe moving beyond words to Persona|Event|Relationships would yield faster value, more flexibility and allow customers to self-declare attention faster.

    After all behaviours are not repeatable and market relationships always shift, imo.

    Cheers,
    Nick

    • Michael Brenner said…

      Thanks Nick, I actually agree with you. One thing we’re seeing is a very specific relationship between online and offline relationship building. Content is still at the core of both and when those channels are approached with a similar set of themes and processes, the results can be much greater.

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