Analytics A rotary printing press

Published on February 4th, 2013 | by Derek Slater


Thinking like a publisher

The phrase “think like a publisher” is much in vogue, particularly among marketers now using content as the way to connect with their customers.

This is great for me, because I am a publisher.

And it’s also funny, because I’ve been thinking like a marketer.

Many of the goals for online media are things marketers have already been thinking about for a long time. Clickthroughs, conversion rate optimization, and so on. So I look to their ideas, modify and apply them as appropriate in an editorial setting.

(And if you are trying to gather an audience, there are lots of other disciplines in the mix as well: audience development, information architecture, user experience and design, etc – I’ll get to that in another post.)

I have put together a book that explains how I combine thinking like a publisher together with thinking like a marketer – it’s called Online Content Marketing in 30 Minutes. It lays out an 8-step process for getting a content marketing effort off the ground.

And in this Content Informatics blog, I hope to explore further the combination of data-informed content creation with journalistic interviewing techniques.

Stay tuned.


The gorgeous rotary press image atop this post is artsetmetiers_rotative2 by Carol Guillaume — Creative Commons attribution license CC BY 3.0.

About the Author

is editor of an award-winning B2B media website and magazine. Opinions and ideas expressed here are my own, not my employer's.

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