Content marketing: why brands are becoming publishers
The big buzzword in the marketing world right now is 'content marketing'. You may have heard it nefariously operating under various names: Custom publishing, custom media, customer media, customer publishing, private media, branded content, corporate …
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Pepsi names chief marketing officer
NEW YORK (AP) — PepsiCo has named a global chief marketing officer for its flagship soda as it looks to strengthen the brand's image around the world. The company, which also makes Gatorade and Frito-Lay, said Kristin Patrick will focus on driving …
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Why Everyone Should Learn to Code – Marketing Technology Minute
Even if your job description might not require you to design websites, learning a little bit of code can make any task – from email marketing to blogging – easier and less time consuming. Spencer and Jacey discuss the many ways you can learn coding for …
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Popular Questions
Why is content marketing making brands become publishers?
Brands are becoming publishers because audiences increasingly expect useful information before they make a purchase. By creating articles, videos, guides, podcasts, and newsletters, a company can answer customer questions while building trust over time. This approach turns a brand’s expertise into an ongoing audience asset rather than relying only on promotional campaigns.
What does content marketing look like when brands act like publishers?
Publisher-style content marketing uses a consistent editorial plan built around the needs and interests of a specific audience. A brand may produce educational blog posts, industry analysis, customer stories, email updates, and social content across a regular schedule. Each piece should support a clear business goal while remaining useful enough to earn attention without a sales pitch in every message.
Why are brands investing in owned media through content marketing?
Content marketing gives brands an owned media channel that they can manage instead of depending entirely on paid advertising or changing platform algorithms. A well-organized website, email list, and resource library can continue attracting and nurturing prospects after individual campaigns end. Brands should connect content to measurable actions such as newsletter sign-ups, product inquiries, trial registrations, or sales.
How can a brand succeed as a publisher with content marketing?
A brand should choose a focused audience, define a recognizable editorial viewpoint, and create content that addresses recurring customer problems. Publishing consistently matters, but quality, accuracy, and relevance matter more than producing a large volume of material. Teams should review performance data, update valuable older content, and refine topics based on audience engagement and business results.