By Lisa March, President & Founder, Partner in Publishing
In the world of marketing, it is becoming increasingly evident that all marketers are, in fact, publishers. This is because marketing is no longer just about selling products or services. Today, marketing has evolved into a multifaceted discipline that requires marketers to create and publish content that is engaging, informative, and valuable to their target audience. In this blog, we will explore why all marketers are publishers and what this means for the future of marketing.
What caused the shift in marketing as we know it?
The rise of content marketing has been a major factor in the evolution of marketing from a traditional sales-driven approach to a more content-focused approach. Content marketing involves creating and publishing content that is designed to attract and engage a specific audience, with the goal of building trust and establishing a relationship with that audience. This content can take many forms, including blog posts, videos, social media posts, e-books, and more.
The reason why all marketers are publishers is that content marketing requires marketers to create, curate, and distribute content that is relevant and valuable to their target audience. This means that marketers need to think like publishers, developing content strategies, creating editorial calendars, and producing high-quality content on a regular basis.
Furthermore, in today’s digital age, content marketing has become more important than ever. With the rise of social media and the internet, consumers have more power and choice than ever before. They can research products and services online, read reviews, and compare prices, all from the comfort of their own homes. As a result, marketers need to be able to reach these consumers where they are, which means creating content that is not only engaging but also easily discoverable and shareable.
Why do content marketers expect a different end result?
The shift towards content marketing has also led to a change in the way that marketers measure success. Traditionally, marketers have focused on metrics like sales and conversions to measure the success of their campaigns. However, with content marketing, the focus is on engagement and brand awareness. Marketers measure success by looking at metrics like website traffic, social media engagement, and email open rates.
One of the biggest benefits of all marketers becoming publishers is that it allows businesses of all sizes to compete on a level playing field. In the past, only large companies with big budgets could afford to produce high-quality marketing campaigns. However, with content marketing, even small businesses can create and distribute content that is just as engaging and valuable as that produced by larger companies.
In conclusion, all marketers are publishers because content marketing has become an essential part of the marketing landscape. Creating and distributing high-quality content is no longer just an option, it is a requirement for businesses that want to succeed in today’s digital age. By thinking like publishers, marketers can develop content strategies that attract and engage their target audience, build trust and establish relationships, and ultimately drive business success.
About the Author
Lisa March, Founder and President of Partner In Publishing, is a well-known leader and innovator within the education, EdTech, and commercial consultancy space. She has grown PIP from a one-woman shop to a large team of managing partners, project managers, and associates. Lisa prides herself on her pioneering work with many of the world’s top brands in the K-12, higher education, and enterprise marketplaces. She works very closely with CEOs of EdTech startups and has been instrumental in helping our clients increase revenues and grow their brands.