Gartner Research

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

Published: 01 February 2013

ID: G00248342

Analyst(s): Allen Weiner, Jake Sorofman


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


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

Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.