6 Reasons Publishers Have the Upper Hand On Content Marketing Services
Last Friday Publishing Executive hosted its first ever Publishing & Media Lab at Content Marketing World in Cleveland. The hands-on workshop explored how publishers can develop and scale content marketing services for brands.
There were a number of great sound bites from the Publishing & Media Lab, which featured leaders from The Atlantic, Rodale, HanleyWood, AdWeek, and more. We’ll report more deeply on a number of these sessions in the coming weeks, but I first wanted to share a list that Eric Shanfelt, president and founder of eMedia Strategist provided during the event. It outlines six advantages publishers have when it comes to providing content marketing services to brands. Shanfelt makes it clear that content marketing services are an attainable and lucrative revenue stream that all publishers can add to their businesses — if done right.
Here’s the six advantages publishers have in offering content marketing services, according to Shanfelt:
- Publishers have the audience. “We have cultivated these audiences, and we’ve been working with them for a long time,” said Shanfelt.
- Publishers have content. “We have content expertise, we can leverage existing content, and we have the network of all of our writers.”
- Publishers have production capabilities. “We have the production capabilities to put branded content together as a print piece or digital piece or in a newsletter.”
- Publishers have technology. “We have the email platforms, the webinar platforms, the CMS. We have all the technology to implement content marketing services.”
- Publishers have research capabilities. “Because we have this amazing audience, we can go out and collect great market research which is a unique advantage and an ideal asset for content services.”
- Publishers have the experience. “We know how to attract an audience for brands. Publishing is content marketing. We know how to engage audiences and build circulation in digital or print. We know how to retain that audience. We know how to convert that audience into revenue.”
According to Shanfelt, content marketing services are an extension of what publishers already do. While new talent and infrastructure is often required, the foundation on which to build content marketing services is already in place. That puts publishers ahead of most agencies that are beginning to delve into this field.
As fellow Publishing & Media Lab speaker Andrew Davis put it in his session, “Invert Your Pitch: How to Win Bigger Business, Faster, by Pitching Like a TV Producer,” it’s time for publishers to cut out the middleman and serve content to advertisers directly.
Find more coverage on content marketing opportunity for publishers on the Marketing Services Lab blog.