Think Like a Publisher? What the Heck Does that Even Mean?

It’s time for your two week vacation and you’ve got a hut rented in Bali with its own wild jungle out back. Your bags are packed and now all that’s left to do is get through the 17 hour flight. What are you going to take on the flight to read: the Latest edition of National Geographic or the Penny Saver?

That’s the difference between thinking like a marketer and thinking like a publisher. The Penny Saver is a marketer’s mentality. It’s filled with nothing but ads. Sure it serves a purpose, but it’s not really something you enjoy reading. National Geographic, on the other hand, is filled with stories and information that travel readers can truly engage with. National Geographic reports, educates and entertains the active traveler. Marketers create content with their own objectives in mind, while publishers create content with their specific audience in mind.

If you want better results from your content marketing campaigns, you’ve got to think like a publisher. Here are a few tips on how exactly to do that:

Know Exactly Who Your Audience Is

This seems like a no-brainer but many business owners are getting this one wrong. They sit down and try to create content around topics in their industry instead of creating content based on what their customer’s problems or needs are. Who is your audience? What issues and problems do they face? How can your particular expertise help them? What is your digital story and why would your audience want to engage with it? This is what is meant by “quality” content; it has a point and a purpose. The more you know about your target customer the better able you’ll be to create content they really respond to and will share with others.

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Have Enough Quality Content

Creating content for publishers is a full-time job because they need to constantly produce enough to keep their publications running. For business owners and CEOs, creating enough quality content to keep traffic coming to your site is equally important. HubSpot, a leading content marketing software provider, found that those business that blogged at least 20 times per month generated 5 times more traffic than those that blogged less than 4 times per month. More traffic equals more leads and sales.

Develop a content bank and calendar. A content bank is a large collection of articles, blog posts and other multimedia resources you have at your disposal with the intention of delivering content consistently.

A content bank will also include an editorial calendar, a content publishing schedule as well as resources and media to compliment the publishing process. Successful business owners have a content bank with articles written 4-12 months in advance depending on how often fresh content is published. Loyal readers develop expectations and trends show when you deliver compelling content, the audience will come back to review more content. Google favors websites that show return visits of traffic as well as fresh content.

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Know Exactly How You Will Distribute This Content

How will you make sure your content gets seen and read by the right audience? If you don’t know this you’re wasting your time creating all of that great content in the first place. Will you promote it in social media using Facebook or Google+? Do you know where your audience hangs out? Will you promote it using email marketing? Is your content optimized for search? Again, the more relevant distribution channels you use, the more eyeballs will see your content and the more able you’ll be to generate leads and sales.

Think like a publisher! It’s not just a buzz phrase, it’s a way for you to make the most of content marketing so you can reach your business objectives.

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About The Author

Troy Mikulka

Troy Mikulka is an Internet marketing strategist. An advocate for entrepreneurs, he specializes in helping savvy businesses harness the Web's power for business growth to reach their next level of success. Troy founded InternetOnlineMarketing.com to assist company principals, professionals, and marketing directors in taking control of their Internet marketing strategies.