Custom Content Marketing Demands a Custom Publishing Mindset

Paul Conley, the well-respected journalist and content marketer once stated,

"And of course the content marketers have a remarkable advantage over the rest of us -- they don't need to make a profit from their sites. A content marketer site isn't a profit center, it's a marketing expense. It exists to serve the larger brand. In other words, although content marketers are content creators, they are not in the content business."

Paul is not stating that as marketers we are not responsible for obtaining our marketing objectives, he is reiterating that custom content marketing demands a custom publishing mindset. Media companies are waiting to make you a publisher; marketers must adapt to thinking like a publisher in order to build meaningful relationships that grow brand awareness, trust and authority in today's competitive marketplace.

Technology has given buyers and consumers the power to filter brand messaging in what they read, see and hear. Buyers are no longer dependent on traditional sales and advertising "pitches" as a primary information source in making purchasing decisions. Most of us search the web and talk within our communities about issues and seek valuable custom content that is important to us. Buyers do the same. In order for brands to continue competing effectively in the marketplace, brands must be visible within the online communities and networks by delivering valuable customer content where their audience is present.

The new rules of custom content publishing mean that if your brand is not visible on the web, your brand may very well be left out of the conversations and left behind. More to this point, it may be your competitor's voice that your customers hear should you choose to continue marketing the same way as in the past.

Staying competitive means delivering valuable customer content to your audience. You must expand your voice and reach on the web by being present in communities where your customers and target audience are gathering and share your custom content willingly. Use your content marketing to grow your business because the future of marketing is a custom content marketing strategy that demands a custom content mindset.

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