3. You’re a Publisher. Think Like One.

“Rolling your own media brings with it a new set of challenges.”

IBM recently published research finding that about 80% of those who begin a corporate blog never post more than five entries. They stop. Give up. Leave it abandoned by the side of what was once called the information superhighway.

And that’s just blogging.

The Internet is littered with never-updated websites, near-tweetless Twitter accounts, expressionless Facebook pages, and no-one-home YouTube channels. In the rush to adopt content marketing as a tactic, too many marketers forget that if you’re continually publishing, you have to think like...a publisher.

Increasingly, marketing is no longer about buying media (the advertising model). Media ...

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