Content Marketing: Adopting the Publisher Mindset

  The Vision

To become a publisher, a content creator and the "CNN" of your business. The strategy should focus on positioning your business as a thought leader and a reliable content source. The goal will be to create and curate the most relevant content in our industry and to use it to engage in quality discussions with stakeholders https://yoo.rs/. This approach will allow you to develop owned media channels that can be modified on a campaign-by-campaign basis.

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

This will enable you to communicate more effectively with stakeholders. The stakeholder communications engaged-in can then be monitored, measured and optimized to meet your pre-defined success metric.

Taking a Publisher Approach

The goal of a publisher is to create content that is relevant for a target audience. The more credible and authoritative the publisher, the more likely people will be to read and share. The publisher mindset focuses on quality as well as frequency. The basic structure of a publishing process is to create or curate content (a news story for example) and then to engage people with specific media to share it. As part of the content marketing strategy, the publisher will operate out of 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 the content factory. It will be where content is aggregated and distributed. This can be categorized as "owned media" and will provide a way to "earn" audience engagement.

The digital newsroom will serve dual purposes:

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

2. It will allow for stakeholders & potential clients to opt-in 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 may be defined as (but not limited to) increased website visits, downloads, views, followers and shares. The data gathered will allow you to make informed decisions on how to best allocate resources while optimizing manpower 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 amongst the various levels of stakeholders. By recognizing and respecting specific stakeholder communication preferences, you'll gain credibility and increase the size of your audience. By monitoring audience engagement, you will be able to respond much faster, leading to additional communication opportunities. This will create a cyclical process that reminds people of the channels they can access to communicate with your business, 1-on-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 one-on-one conversations that take place between your business and stakeholders. By advocating a dialog, rather than a cold, sterile online experience, you can cultivate a human component that has not yet been capitalized within your specific, competitive space. This integrated approach to one-on-one communication will differentiate you from competitive service providers.

Most internet marketers share a common need and that is to establish an online presence! This is where the use of information comes into play! By circulating or at least making quality content freely available on websites and blogs, marketers are able to build the online presence they need! The only problem here is the time it takes to develop the content however by curating it instead you're simply gathering information and NOT creating it! The long and short is you can still become known as a credible source of information by simply using the curating process!

Here are 3 benefits curating, instead of creating information, can offer you in terms of establishing yourself as a credible source of information!

Less Agonizing

Let's face it developing content from 'scratch' can be very agonizing which is something you DO want to limit as a blogger! Frustration and discouragement will NOT help you sustain your efforts if building a successful blog is your goal! Whenever you can minimize stress and frustration it helps to 'fortify' your resolve so when you do encounter setbacks, you can BLAST through them without blinking! By simply gathering informative material you can use as opposed to creating it you can still be known as a credible source of quality content!

Cherry Pick

The information you gather is typically going to be quality content since you hand picked it yourself and obviously there's nobody better qualified to do so, right? Now you simply 'cherry pick' from all of what you've gathered to bend or mold it into EXACTLY what you need! Whatever you may not use can be saved for future needs thereby saving the effort later on doing the research!

Research Takes Time

And speaking of research this is something that does take time but here too you can easily double your efforts if you're developing something new! On the other hand simply gathering and sorting is all that's needed if you're curating information from across the internet! The time this process does save you can be devoted to other areas of your business or even to simply shorten your work day! One quick note here is you're using this information to develop a certain online presence or impression with readers! It is therefore important to focus your research efforts on only material relevant to your interests!

Internet marketers by and large all have the need to establish a strong and credible online presence! The fact is that you can not achieve any degree of success unless people are at least aware of your and/or your business! The use of quality content, whether it is for placement on websites or blogs, or even to be circulated freely is a great way to become identified as a credible source on the internet! Creating or developing information however takes both effort and time! The discussion above suggest curating any needed information which is simply gathering already developed content that has relevance to your particular needs! Remember you don't necessarily have to create the content to become known as a credible source but rather simply make it readily available to your readers! In the process you'll save yourself much time and effort that you can devote elsewhere!