Every day we see brands entering the world of brand publishing. Having a content marketing strategy is a must for any business, no matter what industry they operate in. Have you ventured in yet? If not, why not? The terminology may be different. How it gets distributed may not be the same – but brand publishing has been around for many years. It used to be called PR.
In February last year, LinkedIn opened its publishing platform: LinkedIn Pulse to the public. It’s now rolled out access to the masses and you can publish your own posts via the LinkedIn platform. Some clients have been self-posting their delicious content via Pulse for a few months now. While they happily post away, we’ve noticed some experiencing declining views, comments and engagement. So has the shine rubbed off LinkedIn Pulse or is there more we can be doing to increase engagement?
The next evolution of Facebook has been uncloaked – earlier this week, reports surfaced indicating that Facebook has been working with some of the world’s largest publishers on deals to have them post content directly to Facebook, in conjunction with material published in their own publications. This would mean users would no longer have to click on a link to read the latest news story, keeping them on-platform longer, and enabling Facebook to capitalise on that attention through ads.
What can tablets do for brands? They can allow them to engage with their audiences in ways never thought possible. All they need is the help of publishers. There are some great examples of publishers doing this already, but this needs to improve scale.
While certainly not a new concept, more and more brands are increasingly turning into media machines in today’s marketing landscape. While brands, media and audiences used to have distinct roles in the marketing relationship, in today’s world, these roles overlap, with brands and audiences becoming two of the major media makers. This creates new opportunities for brands to leverage the content they, and their audiences are creating.
Social media has now given a voice to so many authors who’d never stand a chance with traditional publishers. While writers need a pen in their right hand, they need social media in their other hand—it’s the best free marketing tool out there and it has revolutionized the publishing industry.
One of the core beliefs of Likeonomics is that there is a real currency to unexpected honesty. It is why I told the story of the "Making of Likeonomics" several weeks before it was even out. I believe that if I don't hide my motivation from you, and share it openly - I can build trust, because I'm not trying to trick you.
"That is, you can read their blogs but they don’t publish new content anymore. With rare exception in the months since, the crux of their content is from 2008 and 2009 until one day they stopped clicking the publish button. This fact of life is unfortunate because I subscribed to their blogs, loyally visited when new articles were published, and commented a lot."
In the marketing world we hear all the time that print is dying (no, it isn’t). But for those in the newspaper industry, this apocalyptic claim is all too real. Readership of newspapers has fallen dramatically in recent years. People are now getting their news fix online, preferring the immediacy...