From the Zazoo blog:
In the digital age, if you’re a marketer you’re also a publisher. Rebecca Lieb has written a great piece in ClickZ which was republished the other day, and is well worth a read.
She argues that “Marketers have been creating content in all sorts of media in all kinds of channels since the beginning. But now that virtually every brand, manufacturer, service, and product you can think of is online (and likely runs its own Web site), content has blown wide open. Almost anyone involved in any type of online business can no longer hope to survive without a solid content strategy.”
In the 21st century equivalent of custom publishing, big brands such as Budweiser in the US even have their own online TV channel. Lieb writes: “Think of it as the online equivalent of a Disney or Warner Bros. theme park. You know the rides and merchandise are selling you something, but few people care about the church-and-state divide on branded territory.
“….Strong, well thought-out and executed content strategies create rewards for marketers. They go viral. They attract community. They can blow out SEO (search engine optimisation) to epic proportions. Rather than a company’s Web page showing up in organic results, content can generate page after page of relevant results.”
She concludes: “As an editor/marketer hybrid, I may have some bias here, but I’d be hard-pressed to think of a marketing problem that couldn’t be tackled head-on with a solid content strategy.”
Couldn’t agree more.