Putting an end to download-and-go: The website's role in a content marketing ecosystem

Abstract

Key points Publishers must think of their websites as marketing tools as well as content delivery systems. The five major strategies of content marketing are promotion, personalization, targeting, consumerization, and analysis and optimization. Publishers must treat readers as customers, not simply as end users. Content marketing is about the environment in which content exists, as well as the form that it takes. To compete with pirate sites, publishers need to provide a richer user experience. Content marketing benefits authors and readers as well as publishers. Readers want the same enjoyable user experience and tailored content on all sites they visit. Content marketing can increase site traffic, lengthen visits, boost revenues, thwart piracy, and heighten brand impact.