http://contentmarketingtoday.com/2009/05/22/the-content-marketing-secret-you-can-learn-from-small-publishing-companies/ How to turn prospects into buyers with content marketing Thu, 29 Jul 2010 13:31:36 -0600 http://wordpress.org/?v=2.8.4 hourly 1 http://contentmarketingtoday.com/2009/05/22/the-content-marketing-secret-you-can-learn-from-small-publishing-companies/comment-page-1/#comment-18832 ContentKeith Sat, 23 May 2009 20:21:30 +0000 http://contentmarketingtoday.com/2009/05/22/the-content-marketing-secret-you-can-learn-from-small-publishing-companies/#comment-18832 Newt: Having enjoyed a great part of my career in mainline publishing, I concur with a vast majority of your informative post...right up til the end: "That is a sad, unfortunate and probably irreversible trend" -- because "smart marketers are using content marketing to establish their own thought leadership." I simply cannot see why this is sad: the idea of a marketer supplying engaging content directly to their targets and existing customers can be an additional strategy in their integrated marketing communications plan along with advertising in endemic media vehicles. It needn't be an either/or --and as you know, publishers (even small ones with expertise in a vertical space) can enjoy an additional revenue stream by creating a custom content arm within their organization. Vive le Content! Newt: Having enjoyed a great part of my career in mainline publishing, I concur with a vast majority of your informative post…right up til the end: “That is a sad, unfortunate and probably irreversible trend” — because “smart marketers are using content marketing to establish their own thought leadership.” I simply cannot see why this is sad: the idea of a marketer supplying engaging content directly to their targets and existing customers can be an additional strategy in their integrated marketing communications plan along with advertising in endemic media vehicles. It needn’t be an either/or –and as you know, publishers (even small ones with expertise in a vertical space) can enjoy an additional revenue stream by creating a custom content arm within their organization. Vive le Content!

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