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.