“Think like a publisher, not a marketer.”
– David Meerman Scott.
We agree that this is top advice for brands. Traditionally audiences have relied on broadcasters and publishers for information and entertainment, whilst advertisers have pushed into this space to sell. But mobile and social media are changing this for good. Brands are increasingly the source of content, and if they think like a publisher, the target audience will pay attention and time to them.
Whilst distrusting brands which push overt sales messages, 84% of millennials will engage with brand content that enthralls and entertains. When we start to think like a publisher we can build trust in consumers, bringing with it advocacy and loyalty. 11 years at the BBC have given me an understanding of the mindset of a successful publisher, and this blog sets out to help you harness that thinking to develop your brand.
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