Free Trial

Safari Books Online is a digital library providing on-demand subscription access to thousands of learning resources.

  • Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint
Share this Page URL
Help

Chapter 1. How content strategy can help > Opportunity versus priority

Opportunity versus priority

Today, more and more brands—and individuals—embrace the role of publisher. Great, right? Content is king, everyone gets a crown, and who doesn't love a good coronation? Organizations that formerly just sold now also teach, inform, connect, and motivate in order to make a friend—and ultimately, make a sale. We share the CEO's latest insights, publicize project ideas for our products, and go on and on about the virtues of the vegetables the chef's preparing tonight.

That's fine, but a few whitepapers or recurring blog posts do not a publisher make. Kristina Halvorson, president of Brain Traffic and savvy patron saint of content strategists everywhere, offers this perspective:

“The moment you launch a website, you're a publisher. The moment you begin a blog, send an email, participate in social media, build a widget, even show up in search engine results … you are a publisher.”1


  

You are currently reading a PREVIEW of this book.

                                                                                                                    

Get instant access to over $1 million worth of books and videos.

  

Start a Free 10-Day Trial


  
  • Safari Books Online
  • Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint