A week or so ago, I received via email a link to an article
titled — “How to Stop Acting Like a Marketer and Start Thinking
Like a Publisher.”
And the misguided ideal it promotes — that we are all publishers,
not marketers — is a sure road to ruin.
The problem with this attitude … that we are educators, not
sellers … is it fools too many unsuspecting content marketers
into believing we are in the business of creating and giving away
But we are not. No, the business we are really in is that of
marketing and selling our products for a profit — ideally,
products that can help our customers solve their problems and
give them better value than anything else out there.
To that end, content marketing (publishing) — is merely one of
multiple channels we use to promote our business.
But it is not THE business we are in. It is simply a way of
generating leads and sales. The thinking implied in this article
title is fallacious and potentially wasteful and costly.
For instance, if you manufacture valves, pumps, and mixers, you
are in the chemical process equipment business.
You may publish a variety of materials about these products and
their features, design, and application — everything from data
sheets and videos, to technical articles and white papers, to
case studies and installation manuals.
So yes, you are publishing useful content.
But, you are not IN the publishing business. You publish these
materials only to support the real business you are in: the
process equipment business.
If you believe otherwise … that your business is publishing or
brand journalism … you are fooling yourself.
Worse, you may be turning out a ton of publications that, while
interesting and educational, are not supporting the marketing and
selling of your products — and are therefore largely a waste of
time, money, and effort. In other words, content pollution.
Action step: create a marketing plan, and integrate content in
support of the sales funnels, calls to action, marketing
objectives, and the information needs of buyers — overcoming
objections while convincing them that your technology is the best
solution for their problems.