Junta42 Content Marketing blog: Publishers – Give Content Away to Get.Although our target (Z Squared Media) as a media company is corporate marketers, I get the opportunity to talk with publishers on a consistent basis. There is one constant that I find with publishers, no matter the size or industry –They don’t like to share.
Let me explain.Publishers love to leverage content from editors to position as their own … that’s basically what publishers do. We leverage great content from multiple sources and sell against it (advertising or paid content). It’s been a great strategy for years, and should continue to be so. But if you asked publishers to promote content that is not theirs and does not reside in their print magazines or websites, you better put away the knives and torches.
But that’s exactly what publishers need to do more of.
Here’s the rationale. To excel, a publisher needs to be the industry expert. They do this through content. BUT, there are hundreds, if not thousands of experts in our industries that bang the industry drum through blogs, white papers, webinars and more. There is no possible way, in my opinion, that a publisher (or magazine) can position themselves as the industry expert without bringing those industry experts into consideration.