Why 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:
- Create content your audience is looking for
- 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