The trend towards “brands as publishers” over the past year has an increasing number of businesses entering the world of content in ways that are creating new opportunities for online marketing. The notion of brands publishing editorial is nothing new of course and has been known as Custom Media or Custom Publishing for years.
For example, P&G‘s “invention” of the radio and TV Soap Opera or both “Food and Wine” and “Travel and Leisure” magazines published by American Express. Interestingly, corporate editorial content publishing often overlooks the value of SEO as a way to extend reach and grow readership.
Publishers on the other hand, are becoming much better marketers. While online and offline media have always been reliant on growing distribution and readership to warrant advertising based business models, the changing nature of media, shifts in consumer behaviors and increased competition has warranted even more marketing savvy to capture, maintain and grow readership.