It doesn’t seem so long ago that the best way to get instant access to content was to stop by a newsstand and handover a few dollars for the publication of your choice. You could also fill out a little card and receive a subscription for a discounted price. Either way, you paid for the privilege.
If you want to produce content, you need to think like a publisher. After all, content isn’t an extension of marketing, it’s an extension of publishing. I constantly stress that point to my consulting clients and in articles like this one in Harvard Business Review.
We needn't look much further than our everyday lives to realize that the way we consume, share and produce our own media has changed drastically. The major forces in this evolution are largely a combination of hardware and software (mobile) combined with connectivity (social) all accelerated in the context of time which gives the impression of immediacy (real-time).
Technology transforms marketing in waves. New platforms like search engines, social media and the mobile web create amazing opportunities, but leave marketers scrambling to develop the talent and tactics to capitalize on them.
In a famous essay written in 1996, Bill Gates declared that content is king. He presciently foresaw that faster connection speeds would make content the “killer app” of the Internet, creating a “marketplace of experiences, ideas and products.”
Content is hot! What used to be a relatively small cadre of bloggers and YouTube enthusiasts has become a major marketing arena. There is a slew of specialist agencies producing branded content and major media outlets offering native advertising.
Headline writers have known for years that rankings articles like “Top 10″ lists generate clicks. University administrators have simultaneously dismissed USNews college rankings as inaccurate and irrelevant while still striving to improve their school’s own ranking.