Content marketing or advertising? This budgetary conundrum challenges not just brand marketers, but the publishers who have witnessed customers divest marketing spend from advertising and invest it into content marketing initiatives outside of their brands’ reach.
While a reduction in advertising spend poses an immediate threat to publishers, it also enables the opportunity for nimble publishers to reinvent their business model as well as their client relationships.
Publishing sales teams must change their perception of their customers’ roles, as well as their own:
• The customers of publishers are not advertisers, they are brand marketers. A brand marketer’s responsibility reaches far beyond ad buys; today’s media companies must perceive them as such and provide the solutions to support their advertising and content marketing initiatives.
• The perceived role of a media sales rep must also change in the eyes of brand marketers. This role should not be defined as a media sales rep, but as a marketing strategist. Marketing strategists think beyond their own brand and provide customers the insights and solutions to directly support their marketing objectives.
The evolution of this relationship becomes further mutually favorable when marketing services enters the equation. Publishers equipped to support the content development and media production needs of their customers are well positioned for the newest phase of media buying: Integrated marketing packages.
By including marketing services within traditional advertising bundles, publishers are able to support their customers’ content marketing initiatives while alleviating their commonly associated challenges. Bundle pricing equates to reduced content development expenditures, a modest relief for customer budgetary concerns. In addition, access to industry editors as a component of the Integrated Marketing Package enables brand marketers to produce enough content, engaging content, and a variety of content.
Integrated Marketing Packages may even be supplemented with marketing coaching services, allowing entire industries the help needed to run successful content marketing programs.
Contrary to what some have predicted, content marketing won’t mean the end of the publishing industry, but a disruption within it; a disruption creating new opportunities and new perceptions.