Content Marketing: Think Like a Publisher—How to Use Content to Market Online and in Social Media

Introduction

Content-ment.

That’s what marketers of all stripes—from tiny, family businesses to multinational conglomerates—are achieving though creating and disseminating content through digital channels: websites, social media networks, blogs, video-sharing sites, newsletters, and more.

Instead of advertising, the shift is toward publishing. Instead of buying media, you can roll your own and “be there” when potential customers are researching purchase decisions and gather information about products and services.

The challenge? Learn how to think like a publisher to market in digital channels. Content marketing isn’t merely a tactic; it’s a strategy. Companies that successfully address customer needs and questions with content add value to conversations ...