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Brands are becoming publishers, but do publishers have untapped opportunities as marketing agencies?
...Rather than viewing content marketing as their impending doom, publishers should be focused on the emerging opportunities:
Create and distribute content, in and out of network.Produce sponsored content (aka native advertising).Tap existing advertising partnerships, and even consider cannibalizing their advertising business in favor of a more sustainable future.Offer integrated services (i.e. content + SEO + social + PR + email + analytics). Content alone isn’t enough.
As Andrew Davis (@TPLdrew), author of Brandscaping, said in a recent Marketing Agency Insider post, “Publishers are masterful content creators, and they are able to charge a premium for the services they offer by leveraging theirmarket research, existing distribution platforms, and even the talent from their editorial teams.”
And Paul Rossi (@economistrossi), managing editor of The Economist, states on Digiday, "The opportunity for media companies is to create content that’s compelling for users on behalf of advertisers. That doesn’t mean it has to be native, but the skills in telling stories are quite valuable to marketers as they build audience themselves."...
Paul Roetzer, CEO of PR 20/20, offers some intriguing answers and a blueprint for traditional publishers looking for a way out of the digital maze.