Do not push me: A disruptive content and media transformation

Brad Armstrong
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Brad Armstrong: Head of Content, Creative, and Customer Journey, NI, USA

Journal of Brand Strategy, 2022, vol. 11, issue 1, 25-29

Abstract: Traditional marketing, especially in the B2B space is one that is designed to push content to its audience. This strategy is built on a comfortable and default content and media plan that is due for disruption. Media and content consumption behaviour as well as increasing privacy regulation is further catalysing the need for this disruption. This paper proposes a move from traditional marketing to a modernised content publishing model that leverages the evolving media landscape while infusing the purpose and objectives of the business. This offers an opportunity to rethink how modern marketers engage with their audience by building a relationship through both traditional media push and modern subscription-based pull strategies and tactics. The author outlines six areas that are ripe for disruption that will push and pull you to think, act and measure like a publisher, resulting in a consistent content promise that is both valuable and entertaining to your audience, customers and your business.

Keywords: social media; content strategy; B2B marketing; subscription; digital experience; publisher (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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