“Think like a publisher” has become the mantra for many marketers over the past 2 years.
While experienced marketers already recognize the value of great content, the lines are blurring between traditional publishers and brand publishers as more companies adopt more sophisticated content marketing practices.
Just as publishers are creating digital magazines and apps to better engage audiences, so too are brands who want to engage directly with target audiences as part of their owned media demand generation programs.
But what kind of content makes sense in a digital magazine? What effect does interactive digital content have on creating compelling customer experiences? And how do online magazines fit with other digital marketing efforts like social media and online advertising?