Gartner Research

Digital Marketers: Are You Ready to Think Like a Publisher?

Published: 01 February 2013

ID: G00248342

Analyst(s): Allen Weiner , Jake Sorofman

Summary

Building a brand on the social Web is increasingly about thinking and acting like a publisher when you plan and execute your content strategy. As a brand or communications leader, developing these skills is crucial to effective content marketing.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Social networks enable viral content distribution, but communities often tune out content that seeks to score corporate points in favor of authentic, brand-neutral content
  • Content-driven marketing moves at a different pace and tempo than other marketing tactics, so brands that fail to get into the rhythm will squander investments and opportunities
  • Unless you adapt, your governance model will limit content-driven marketing efforts by restricting timely and effective conception, production and distribution of magnetic content

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