B2B brands are answering the call to become publishers with a significant increase in content hubs exemplified by pioneers like American Express OPEN and Adobe’s CMO.com and others including:
- Intel IQ
- Think with Google
- Dell’s Power More
- GE’s World in Motion
- SAP’s Digitalist Magazine
While those are all great examples, there’s an important question: Can your business really afford to hire the kind of editorial team to create this quantity of quality content at the cadence of a business publication?
Many practical marketers will say no.
The trend towards brand publishing in combination with self directed buyers guiding their way through the sales process with content creates an interesting conflict between the need for an up level on quality content production with a corresponding increase in content creation resources.