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For the past several years, brands have been told they should act like publishers –and, indeed, the tools are all there to do so. The problem is that too many brands have embraced the tools without doing the hard work of thinking through where they really fit into the media landscape.
When a brand publishes, it is asking readers to consider it to be a trusted source. When readers sift through the nearly unlimited information choices, they filter by how credible they view the source to be. These are the tough facts of publishing. This deck offers a few thought starters on how brands can claim a spot among trusted content providers.