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The Rise of Content = The Resurrection of Publishing

  |  June 6, 2014   |  Comments

The rise of content marketing means that as a publisher, you hold the keys and power to the future.

This week, NewsCred released an article called "50 Stats You Need to Know About Content Marketing." I've been following NewsCred for some time and have been impressed with their outreach and engagement strategy. So when this email came through, I decided to take a look. As I read through the facts (although some of them are a few years old), I found myself thinking back to how powerful publishing really is, in almost every instance.

For example, did you know that back in 2012 AOL and Nielsen shared a statistic that 27 million pieces of content were shared daily? In May of 2013, Facebook reported that 4.75 billion pieces of content were shared daily as of May 2013, which is a 94 percent increase from August 2012. WOW.

As incredible as that seems, what is even more amazing is that BuzzFeed reports that more than 75 percent of that content originates from people who read professional content to find something to share from it.

This insight alone points to the fact that without high-quality content from publishers like yourself, content marketing and social sharing as we know it would not exist.

Publishers who embrace this desire and passion for great content are watching their businesses change and evolve to meet the needs and social demands of the new generations. But these publishers are far, far away from calling it quits. Companies like Hearst have found beautiful and effective ways to leverage content from all of their brands and divisions to enable interested parties to not just reach interesting articles, but to share, promote, and evangelize it as well.

Content is critical to the success of many businesses. Simple elements like creating blogs posts can increase indexed pages by more than 400 percent, according to Content+. And companies like Idio have created dynamic ways to leverage semantic networks to better engage visitors.

Seeing the impact of content on every technology user in the world is big. Knowing that, as a publisher, you can draw strength from demand if you can present your content in the right manner is even bigger. But there is still one area that we haven't mastered just yet. Sometimes knowing how to evaluate whether your content strategy is effective or not still eludes us. Ryan Skinner from Forrester will be covering this topic in an upcoming webinar.

When you sit back and think about it, you will realize that, as a publisher, you hold the keys and power to the future. The rise of content equals the resurrection of the powerful publisher. What an exciting time!

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ABOUT THE AUTHOR

Jeanniey Mullen

Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.

Prior to her role at NOOKTM Jeanniey launched a wearables fashion technology company called Ringblingz. Before getting into the wearables business, Jeanniey was the chief marketing officer (CMO) of Zinio, where she grew the business by more than 427 percent, into one of the largest global digital newsstands. Other notable roles in her career include her involvement as the executive director and senior partner at OgilvyOne, where she led the digital Dialogue business and worked with Fortune 50 brands including IBM, Unilever, and American Express, and being a general manager at Grey Direct. At Grey Direct Jeanniey launched the first email marketing division of a global advertising agency. Prior to her time in advertising, Jeanniey spent seven years in retail leading a variety of groups from Consumer Relations and Operations, to Collections and Digital at JCPenney.

One of Jeanniey's favorite times in her career was when she founded the Email Experience Council (which was acquired by the Direct Marketing Association). Jeanniey is a recognized "Women in Business," a frequent keynote speaker, and has authored three books and launched a number of companies ranging from entertainment to technology and fashion.

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