Think Like A Publisher for Content Marketing Success

Content marketing is undeniably a great way to increase visitors to your site but if you don’t produce the right content, you can’t expect results. Posting here and there on your blog about office happenings and celebrating new clients is all fine and dandy but do your clients really want to read this? Be honest. No one is rushing over to your site to see who your new Operations Manager is.

I am not saying you can’t occasionally share a promotion or great client success story, internal content is great for employee morale but you need to provide your potential visitors (hopeful clients) with something THEY will care about.

Here’s where the “Think Like A Publisher” comes in.

You don’t see GQ or the like posting stuff they know their viewers won’t read. No. It is their sole purpose in life for you to click on that headline and take as much time as possible to read it (we’ll talk about this more later). You can imagine the response they would get if they pushed an article about their new marketing assistant’s recent promo to coordinator. Woot, 20 page views and all from her friends and family. Anyway, you get the picture.

Sharing content that is engaging, relevant, and of interest to your target market is the #1 most important factor in content marketing. There are many important factors but that is my #1. Thinking like a publisher can usually help you to determine if a content idea is good or a waste of time.

Let’s try this together.

First, identify a media or many media that closely align with your target demographic. Let’s say you sell fitness equipment. Shape Magazine is a great choice for you. Start by scouring their site and jotting down ideas for content. Make note of how they categorize their content (i.e. Fitness, Healthy Eating, Weight-Loss…). Hold a brainstorming meeting with your team and encourage them to “think like a publisher” too. Or even build a team around your “new media” philosophy.

So put your publisher hat on and have some fun with this. Your team and your potential clients will appreciate it.

Thanks for reading! Be sure to check out our other posts on the Big Digital Hug blog.

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Image credit: https://www.politico.com/media/story/2014/09/publishers-introduce-new-metric-for-magazines-002901