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You’re a publisher, time to embrace it

By  Rob Fraser  ·  1 minute read

Most people who are running businesses don’t think of themselves as publishers. But if you run a B2B business in any industry, you are in fact a publisher, or at least you should be if you want to grow your business. 

 

How businesses became publishers

Around 20 years ago, the world of marketing changed forever. Once social media and websites became marketing tools, suddenly businesses had direct channels to market. It’s called “owned media” and if you’ve not heard of it, it’s all your social platforms and your website, and even your email database. 

And in most businesses, these channels to market are underused, or used poorly. Compared to the alternatives – such as paid media and advertising – owned media channels are a goldmine waiting to be exploited. 

 

Should you be a publisher?

The short answer is yes. Your owned media is a valuable link between you and your prospects. And every day that you’re not out there, your prospects are going through life blissfully unaware that you exist, or that you have the perfect solution for their business problems. 

But here’s the kicker. While it’s simple to use these channels that you own, it’s not easy. In fact, that’s the reason most businesses don’t use these channels at all, or use them sparingly and to little effect. 

 

How to become a publisher

It takes time, creativity and commitment, but the results you’ll get are worth the effort. You need to be consistently producing quality content, and publishing it across all your owned channels, while nurturing prospects until they are ready to talk. 

Technology tools can assist in getting your message out there, but the hard work is in creating relevant and high quality content. (AI isn’t going to cut it, and we’ll post about that soon) 

Maybe you’ve tried this before, or maybe you are doing it right now. Chances are it’s hard to find the resources and the time to do it well, and therefore whatever you’re doing is likely patchy at best. 

If you need a hand, the good news is you don’t have to look any further.