Top of Page

Your Brand is a Publisher, Like It or Not: Three Types of Content You Should Be Producing

May 4, 2017
Posted by Vinnie Schneider

We get it—thinking of your brand as a “publisher” may be a bit of a stretch. If you are like some of our Dovetail clients, your organization may be a group of physicians, distributors of medical supplies, a university, or an international airport. And “publishing” may seem like the furthest and most inaccurate description imaginable for your day to day operations.

The (perhaps uncomfortable truth), however, is that your brand is a publisher.

Content creation, and the catch-all term of “content marketing,” has been recently described by marketing guru Seth Godin as “all the marketing that’s left.” While this statement is not intended as a death-knell for traditional advertising in the form of TV, radio, or print, it does mean that businesses must move from disjointed, interruptive messaging to communication that adds value and engages in a dialogue with their audiences. Brands have become the new publishers, and what brands publish must be searchable, shareable, and enjoyable—in short, content that is worth consuming based on its own merit.

Recent statistics prove that brands are rewarded when they approach their marketing efforts by thinking like content publishers:

  • The average cost to generate a lead through inbound marketing ($143) is about half the average for outbound marketing ($373). (
  • Two-thirds of consumers say the information provided by content marketing helps them make better purchase decisions; more than a half say they are more willing to buy another product from a company that provides them with content marketing. (Custom Content Council)
  • ‘Interesting content’ is cited as one of the top three reasons people follow brands on social media. (Content+)
So, where to begin? If you are only just starting to explore content marketing in your organization, formulating a content strategy can be overwhelming. Here are three types of content you should be producing, no matter what industry you work in.

1) Inbound Marketing

Inbound marketing is a strategic approach to content creation that focuses on attracting strangers to your website, converting them to leads, and engaging with them over time through email, social media, and special offers to ultimately convert them into a customer. Inbound marketing can involve a wide variety of tactics, but its goal is always to populate your sales funnel with well-qualified leads. It relies heavily on generating content that is optimized for search engines so that you are easily discovered by prospective customers.

While inbound marketing requires time and effort at its onset to define a strategy and set up a system, the end result is a largely automated “marketing machine” that does much of the work for you. As prospective clients come to your website, they may fill out a form to download your content. An automated email series can share other helpful content with them and ultimately encourage them to purchase your product or put them in touch with your sales team. The process saves time for everyone involved and delivers helpful resources to prospects. To learn more about Dovetail’s Inbound Marketing services and to download our Free State of Inbound Report, click here.

2) Industry Thought Leadership

While inbound marketing is a deliberate sales tool, your company’s efforts in thought leadership will likely take a more passive approach. By altruistically creating deeply helpful content, you will grow your brand perception as an industry expert, which will organically grow your brand awareness and bolster your sales efforts over time.

Good examples of content that can establish your company as an industry expert include how-to guides, educational webinars, an annual report on industry trends, a video review of an event or tradeshow you attended, or a reoccurring podcast with other experts in the field.

Whether this content takes the form of a short blog post, a medium-length video, or a multi-page guide, the goal is to encourage social sharing and to build up your brand perception as an industry expert.

3) Customer Relationship Nurturing

Your content efforts should reach your current customers just as routinely as prospective customers—this is how customers are ultimately converted into advocates for your brand. Customers demand that brands support them as much as they support brands.

Be sure to distribute content to your customers that educates them on the best ways to utilize your products and services, as well as product launch/unboxing videos when you develop something new. You may also consider allowing your best customers to develop guest content you can use on your website. A guest blog or a video interview gives them the opportunity to promote their company as well as yours, benefitting you both. Engaging with your current customers in this way moves them from a one-time buyer to loyal supporter of your company.

So, next time you hear the word “publisher,” forget about The New York Times, BuzzFeed, or The Washington Post, and think about your brand instead. With a few sound strategies, some quality content ideas, and a focus on the needs and desires of your audiences, the only thing left to do is start publishing.


Want to talk to us about your brand publishing and content marketing strategy? Click below and send us your company’s top marketing questions or pain points, and we’ll schedule a Complimentary One Hour Consultation to discuss.

New Call-to-action

  • Categories
  • Authors