Content Marketers: Don’t Just Think Like a Publisher

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As a content marketer, Rob Yoegel, Content Marketing Director at Monetate, has a problem with being told to think like a publisher.

After all, if he were to stop there, he’d run the risk of becoming what a lot of publishers have already become — irrelevant and even obsolete. While publishers have traditionally created content based on what they thought their audience wanted, in this short video Yoegel argues that kind of guess work is no longer feasible. Real interaction and open dialogue with your audience is key, and that means today’s content creators have to do more.

Yoegel points to social and SEO as two key examples of subsequent areas content marketers need to have solid reach and experience into.

“It’s important to make sure that everybody on the content team should understand social, is engaged with their audience, understands their audience, and is a real person behind the content they create,” he explains. The same holds true with SEO. It shouldn’t be the sole responsibility of a specialist down the hall.

Thinking like a publisher is a good start, Yoegel acknowledges. But you have to go well beyond that in order to be truly successful.

Let’s hear from you: How should content marketers approach their audience differently from traditional publishers?

  • As a content publisher, publishing content on a consistent basis is great but without the next level of actual back-and-forth communication between the people in the organization and the public, the content becomes lost and irrelevant as you’re talking and people aren’t listening because they really want to also give their opinions. Its good to have teammates have social personas on Facebook and Twitter to really give the public multiple faces and to leverage that to create a consistent line of communication which keeps the public engaged with the content that is published.

    • jcrowe_openview

      Absolutely agree, Darren. The broadcasting aspect of content marketing is only one part of the process. The goal of publishing should never be to simply get content published, but rather to generate conversations and establish connections. The best content strategy doesn’t stop with content going live — that’s just the beginning!

    • Rob Yoegel

      I agree as well, Darren. There’s definitely a difference between hearing and listening! Thanks for watching.

  • I agree, Rob! Content clearly has multiple goals. It serves as a way for Google to weight your relative “value” in searches. But relevency to what people want or are looking for is what gets them TO the content AND what keeps them reading past the first few sentences. Content that’s irrelevent to what people want ultimately only does half the job.