“One of the biggest problems of publishers and advertising sales staffs today is falling behind the customer.” Leading advertisers are moving as fast as they can to keep up with the changing information habits of their customers. But most publishers are more focused on selling what they have, the way it’s been sold in the past, than thinking about how to sell new services or sell advertising in new ways. So publishers and advertising sales executives are falling behind the perceived needs of their customers, the advertisers.
As a publisher, should you be selling a “content marketing” service? Yes you should. Despite the fact that content marketing will ebb like so many other tides, it has its place, and we publishers must be nimble enough to profit from a fad. But you should not be dropping your emphasis on your core service.