Marketers, Don't Just Publish; Be a Publisher
If you want to be a successful marketer today, you need to be part data analyst and part publisher. We hear a lot about the former, but the latter is critical too. We’re all publishers (that includes me and our own marketing and sales site, of course) but many companies are only starting to come to terms with what that actually means in terms of talent and processes.
Anyone who’s a marketing leader in a large organization should watch this video. Robert Tas, managing director and head of digital marketing at JP Morgan Chase, explains what’s important when it comes to becoming a sophisticated publishing company.
As he says, one of the areas JP Morgan Chase sees as a big opportunity is content experiences across all sorts of devices 24 hours a day. It requires a fundamentally different way to look at information, and how to present it to people. It’s part of the content avalanche I’ve discussed earlier. Part of the great complexity around content is not just generating it, but the pipes you need to have in place to vet it and place it wherever (and whenever) your customers are. So this isn't about managing writers and designers; it's about publishing, which means the ability to manage a sophisticated content supply chain with processes, checks, oversight, metrics, and operations.
For a regulated business, content creation can be disconcerting. And one of the most important relationships to foster is the one with your legal department. But publishing has to become a core competency of any business today if it wants to stay connected to its customers and future customers.
Who is your brand’s editor-in-chief. Are you publishing like a publisher?
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[Image: manmadepants, Flickr]
Building a high speed token factory. Groq, wow!
11 年Excellent comments in the video. Let's take it one step further. We're competing for user attention with our content through some very new and potentially smart channels. Can you solve a hard problem with your content? Is it your problem or your users' problem? Guess which will work better.
For my two cents: Developing relevant and meaningful financial content is a full time job/career. Outsourcing to recognized customer communication experts is the way to go ...BUT, wherever the content resides and whoever wrote it, an issue we see come up again and again is the need for an automated process to refresh the content. Nothing says "outdated" like obsolete materials (such as financial information that has not been updated to reflect the recent tax law changes.)
Financial & sustainability content / copywriter. Ex journalist. Longstanding client relationships with banks, asset managers & industrial companies.
11 年JPMorgan's endorsement of the power of digital content is enormously encouraging for a financial copywriter like me. But do financial services companies really also want to become publishers at a time when businesses generally are becoming more specialist? Surely the answer is outsource content generation to the best creatives you can find and then manage compliance etc in house.
CEO at DMN ASSOCIATES LLC - CROWDFUNDING CAMPAIGN BY IMPACT101
11 年Excellent article. Thank you.
Retired
11 年In addition to companies recognizing the need for becoming publishers and managing their content, it's important, also, for journalism students in college to start recognizing this kind of career path, which will probably be more fruitful for them than the old Bob Woodward image of journalism. I would suggest that business schools and journalism schools combine forces to create a new curriculum that helps students move in this type of direction.