Why are publishers so bad at content marketing?
Media companies are marketers too. So why are publishers so bad at using content marketing to promote their industry expertise and, by extension, the products and services they sell to advertisers?
Take a tour of most publishers’ corporate websites, particularly in the B2B space, and you’ll find a lot of static marketing copy: a media kit, a press release archive, the ubiquitous About Us page. What’s missing? For the most part, any semblance of real content – blog posts, news feeds, videos and other assets that position the publisher as a thought leader for the information industry.
eMedia Vital highlights best practice in B2B content marketing, and examples of three leading B2B publishers efforts in the space, including UBM, Hanley Wood and IDG.
eMedia Vitals is an ad-supported online publication that serves print media executives who are transitioning their business to emedia. Our management and editorial team are media industry veterans with extensive operating experience in companies such as IDG, Penton Media and About.com. We are often asked to consult on emedia strategy by magazine, newspaper, and custom publishing companies.