Content marketing has evolved over the years thanks to new technologies and strategies put in place. However, the best way of communicating to an audience has and will always be through story telling. Consider the following statistics;
- Around 70% of consumers would prefer knowing more about a company via stories and articles than through ads
- Another 67% of leads for companies’ are obtained from the blogosphere. When that specific company maintains a good blog that constantly engages users.
Publishers usually rely on this advantage over agencies or any software tool that may allege to be a content creator. They have an audience that is always anxious to read the next story. On the other hand, agencies either have to buy their audience or build them from scratch which always results in additional costs being incurred during the process.
Another great advantage that publishers have is the ability to control end to end processes from content creation all the way to audience analytics; which includes audience targeting, distribution and reporting. Placed in a better perspective, publishers usually have a well-known brand that can attract the best talent as well as an audience which acts as their distributorship channel. They are therefore in a position to handle content marketing in a seamless manner.
However, it is also important to note that the best publishers usually put out a lot of work (human as well as software resources) and are fully committed to what they do. This is due to the fact that they have to continuously keep churning out good content that constantly engages the audience as well. It is not as simple as sitting down and writing, specific strategies have to be put in place in order for the business to benefit from the writing. The content has to be very unique and original and one that resonates with the target audience. The ideas also need to be fresh and should be conveyed in a manner that indicates proper understanding of content creation and ultimately distribution.
Technology on the other hand has a massive role in optimizing engagement from users as well as expanding brand reach. However, this depends on the quality of the content. Publishers (and agencies alike) also have the potential of tapping into their clients’ brands and audiences. Given that the brand has a fired social media platform, they can leverage this to their advantage as long as they have the right content. Everyone, whether young or old is looking for a good story and that is where it all counts. Publishers and their creative prowess can be able to tap into this human trait and obtain great results. At the end of the day, everyone in the chain from the brand to the publisher –and ultimately the consumer benefits from the whole process.
It all boils down to three things when you want to go down the path of being a publisher; your need to be creative, have an audience and optimize engagement. Any brand that is looking for reach will definitely have to leverage on your existing network in order for them attain their goal.