Thursday, April 24, 2008
Hell, there are no rules here-- we're trying to accomplish something.
Thomas A. Edison (1847 - 1931)
New Rules of Custom Publishing - New Complimentary White Paper: Nine Strategies to Create a World-Class Content Marketing Company
Posted by Joe Pulizzi
The web and a continuing modification of buyer behavior (among other things) have changed the rules of what most people call the "custom publishing" industry. Traditional custom publishers, who profit from the creation and execution of customized content solutions for clients, must understand the new rules of custom publishing in order to survive. To help, I put together this complimentary white paper titled: The New Rules of Custom Publishing: Nine Key Strategies for Creating a World-Class Content Marketing Company.
Although this white paper is clearly targeted for publishers, or the providers of content services for marketing professionals, there is tremendous value for both marketers and publishers. This is especially true, since it doesn't matter if you make your money off of publishing or not. We are all publishers . . . so we all need to understand what is going on in the marketing/publishing world in order to compete in it (with content).
Unfortunately, most custom publishers are still hanging on to older business models and, as such, are getting plowed down by those abiding by the new rules of custom publishing. That said, there is a huge opportunity for those organizations that do choose to adopt the new rules as part of their overall business strategy.
The nine strategies highlighted in "The New Rules of Custom Publishing" are:
Understand the Changes That Are Leading the Content Marketing Future - A comprehensive overview of the changes in technology, publishing and marketing that are driving the custom content revolution.
Be Active in Social Media: It's Mandatory for the Future of Custom Publishing - From blogs to LinkedIn to Facebook, the new landscape of social media is an essential part of any strategy.
Acquire Expertise in All Forms of Content - Forget about focusing on one custom product; these days publishers need to be masters (or access to expertise) of everything from print magazines to Webcasts.
Walk the Talk - Don't expect a client to have confidence in your expertise if your company is not its own best content marketer.
Position Yourself as Both a Marketing and a Publishing Expert - Only companies that understand - and work with - both sides of the business are going to thrive.
Have a Clear Value Proposition - At some point the custom publishing field will become glutted. What's going to differentiate your company from the masses?
Price Your Services According to What the Customer Values - From industry standards to client specifics, everything a company could need to know about pricing.
Value the Role of the Project Manager - No project is going to manage itself. Don't underestimate the importance of good oversight.
Use Questions, Not Answers: Five Steps to Closing the Deal - How to make the client knock on your door...
Download this complimentary white paper The New Rules of Custom Publishing: Nine Key Strategies for Creating a World-Class Content Marketing Company and take your content company into the new world of publishing. I hope you enjoy it!