My new column is live at The Drum:
Brand publishers should learn quality versus quantity and shut up
If content marketing is so wonderful, then why is the largest company that is best known for selling, using and advocating the practice losing more than $40m every year? More on that in a bit.
The Content Marketing Institute recently published an article entitled “How to Stop Acting Like a Marketer and Start Acting Like a Publisher”. In the piece, Marcia Riefer Johnston highlights Intel’s digital magazine iQ because, in her description of the publication as an example, “today’s savvy content marketers are at least eyeing if not yet adopting the business model established by media organisations”.
There is just one problem: brands and publishers are two entirely different types of businesses.