Publish or perish: Why chief marketing officers must become publishers to drive growth

Bruce H. Rogers

Journal of Digital & Social Media Marketing, 2016, vol. 3, issue 4, 314-330

Abstract: This paper presents research confirming that publishing — defined as the production, management, distribution and optimisation of marketing and sales content at scale — has become essential to the future growth of every business. Marketing executives now view marketing content, in the form of marketing videos, white papers, collateral, articles, case studies, blogs and training resources, as the lifeblood of modern marketing. The research confirms that optimising marketing content is critical to growing the top line. The paper presents five key findings: (1) publishing has become essential to the future growth of every business; (2) managing the growing cost and complexity of content operations is a critical business issue; (3) chief marketing officers must become publishers in order to build brands, engage customers and support sales effectively; (4) marketers must simplify, streamline and automate their publishing processes to grow effectively; and (5) marketers who do not optimise their publishing process are putting their growth plans at risk. This in-depth analysis of best practices is designed to teach chief marketing officers — and their direct reports — about the steps they must take to simplify, streamline and automate their publishing processes successfully.

Keywords: content marketing; content supply chain; content optimisation; native advertising; content distribution; content strategy (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2016:v:3:i:4:p:314-330

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