Content Marketing: Adopting the Publisher Mindset

The vision

Become a publisher, content creator and the “CNN” of your business. The strategy should focus on positioning your company as a thought leader and a trusted source of content. The goal will be to create and curate the most relevant content in our industry and use it to engage in quality discussions with stakeholders. This approach will allow you to develop your own media channels that can be modified campaign by campaign.

The value earned by becoming the source and owning the media channel vs. Paying for it is the ability to expand reach, increase market share, and build brand loyalty.

This will allow you to communicate more effectively with stakeholders. Communications with involved stakeholders can be monitored, measured, and optimized to meet your predefined success metric.

Adopting an editor approach

The goal of a publisher is to create content that is relevant to a target audience. The more credible and authoritative the publisher, the more likely people are to read and share. The editor’s mindset is focused on both quality and frequency. The basic structure of a publishing process is to create or curate content (a story, for example) and then engage people with specific media to share it. As part of the content marketing strategy, the publisher will operate from a “digital newsroom” and will have a specific group of digital tools that can be summoned to create, curate or distribute content. The digital newsroom will serve as a content factory. It will be where the content is added and distributed. This can be classified as “owned media” and will provide a way to “win” audience participation.

Digital writing will have a dual purpose:

1. It will allow us to increase organic (earned) visits to search engines.

2. It will allow interested parties and potential customers to opt for content updates (lead generation).

Each component of the newsroom will have its own success metric. Make sure you have analytics installed to help track behavior. Examples of success metrics can be defined as (but not limited to) increased website visits, downloads, views, followers, and shares. The data collected will allow you to make informed decisions on how to best allocate resources while optimizing workforce and maximizing budget.

Audience development

To build an audience, you must first research and map the appropriate digital channel with the appropriate audience / demographic. The first step is to identify and monitor trends in media consumption among different levels of stakeholders. By recognizing and respecting the specific communication preferences of stakeholders, you will gain credibility and increase the size of your audience. By monitoring audience engagement, you’ll be able to respond much faster, creating additional communication opportunities. This will create a cyclical process that will remind people of the channels they can access to communicate with your business, 1 to 1. This will help position your business as transparent and accessible. There is also an element of personalization that occurs within this stage. Personalization occurs within the personal conversations that take place between your company and stakeholders. By championing a dialogue, rather than a cold and sterile online experience, you can cultivate a human component that has yet to be capitalized within your specific competitive space. This integrated approach to one-to-one communication will set you apart from competing service providers.