Originally at http://tracking.feedpress.it/link/9375/2912785

Posted by SimonPenson

[Estimated read time: 20 minutes]

Introduction and background

The how-to process

Setting up your team

Free downloads and help guide

Content marketing has an image problem.

Like all potentially transformational opportunities, the world sees something glistening and jumps in head first to claim a piece of the next “goldmine.”

The ensuing digital gold rush that follows often creates a stampede to be first, rather than best, and normally strategic thinking is usurped and instead replaced with a brain-out approach to delivery.

And in the case of the content marketing revolution, the result has been an outpouring of disconnected content that adds little value and serves very few, leaving many with nothing more than a handful of “failed” content campaigns to show for the effort.

It’s something I see every day, and it is incredibly saddening.

Content marketing, you see, is not the answer to those prayers. It’s simply part of a much broader strategic picture that I call the “Brand as Publisher” play; a reset of the core principles behind the content marketing charge.

This piece is designed to explain precisely how you can take the “Brand as Publisher” approach, what it is, and how it can help your business succeed with content.

I’ve even created a unique Brand as Publisher Toolkit for you to download to help in that quest! Click the banner below (or at the bottom of the post) to grab a copy.

Defining the opportunity

So, what exactly is “Brand as Publisher?” Put simply, it’s changing your mindset to put content at the forefront of your business, almost before the products or services that you sell.

As controversial as that may seem, the idea is that you’re able to build an engaged, loyal audience of value for your b…

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