Brand Publishing: Are you there yet?
Every day we see brands entering the world of brand publishing. Having a content marketing strategy is a must for any business, no matter what industry they operate in. Have you ventured in yet? If not, why not? The terminology may be different. How it gets distributed may not be the same – but brand publishing has been around for many years. It used to be called PR.
Today, with the internet (or should I say Google) being the go-to source provider of information, many purchasing assessments are started on line – and referred to time and time again during the customer journey. If you are a business owner or a marketer, that fact alone should trigger thinking about brand publishing as a viable marketing initiative.
At this time, a large part of marketing carries a component of brand publishing – whether it be a blog post of 350 words, a Facebook update of 30-50 words, or even a tweet that’s only 140 characters. Brands and businesses have entered the publishing world to develop more intimate and authentic connections with the buyers of their products or services. In order to do this effectively, developing a content marketing strategy is essential in garnering the results necessary. In fact, without rolling up your sleeves and developing a content marketing strategy you may be just spinning your wheels.
A content marketing strategy allows your business to:
- Define the objectives of brand publishing
- Establish the success metrics with specific time intervals
- Set the parameters for the scope of the content that will need to be created
- Determine what properties it will be shared to
- Timing as it relates to frequency of content deployment
- Identify the different communities that your content will resonate with most
The marketing of editorial content is exactly what your brand or business needs to be doing in order to get found. Good editorial content will resonate with your target market – and that’s what it’s all about. Establishing a content marketing strategy has become hugely instrumental towards the success or failure of brands and businesses. It is time to embrace brand publishing and truly understand the value of how creating content can impact your business in the long run. Are you there yet?