Brands are Publishers
Content marketing is more than a way of communicating; it is a way of advertising. Web content is the basis for conversation about organizations and their brands. People are interacting, sharing, and discovering what you have to offer through your website and social media channels.
When the Internet was born, it generated a new means for marketing and communication. Businesses can utilize straightforward marketing techniques similar to traditional advertising, such as Internet advertisements, yet they have many other options like home sites, emails, blogs, videos, and social media.
These platforms evoke interaction. Likes, followers, subscribers, and comments are all metrics that provide feedback in your web content progress. They also enable your content to be more likely to be shared in a shorter amount of time.
This sharing makes brands and people both publishers.
While brands and publishers may share the same roles, they do not have the same goals. Most companies are concerned with posting consistent high quality content for the purpose of generating a greater return on investment, and your friend just wants to share pictures of his new kindle.
Your friend may or may not rely on sharing pictures of their latest gadgets to determine their success, but brands must rely on their web presence for success. Other brands are publishers, too. As a publisher, a brand should always maximize their resources and knowledge about content marketing and seek new ways to improve.
As brands seek to maximize their market and traffic by redefining their content, they can also seek to expand by making their quality content available to more people. More brands are becoming global publishers and finding success. There are still many brands, however, who are falling behind in market globalization
Eric Ingrand and Karen Webber share in their white paper A Christmas Story, “Many global brands are still not yet global publishers. Around 60 to 70 percent of Fortune 500 companies produce some multilingual content, leaving a large proportion still shouting only in English and hoping to be heard.”
Even brands who are producing multilingual content, however, can’t just rest on their laurels. Being a global publisher is about more than translating your content into a new language: it’s about using a language to reach out to others about your content. It’s about quality content.
So don’t limit yourself or your business, take advantage of the venues in which you are a publisher, and expand your reach globally. Don’t get behind—instead, have the upper hand when it comes to growing your business.
Taylor Crouch – Marketing Assistant
