While there has been a good deal of buzz about the growing importance of content marketing for brands, some publishers may still be asking, “Can I get a piece of the content marketing pie?” The answer to that question is an unqualified “yes,” as publishers already have the skills required to operate effectively as content marketers on behalf of their clients. In fact, publishers are equipped to deliver content marketing services because content marketing plays to publishers’ core strengths. (1) Publishers are well versed at discovering and telling great stories.
The persistence of change in the publishing industry frames the technology conundrum: Publishers need better tools to keep up with the marketplace, but they are implementing those tools in ways that solve problems they thought they had at the time of the initial assessment. Two, three, or five years down the road, this approach winds up enshrining the past.