When content marketing, it’s important to start thinking like a publisher. Even if you see yourself as just a small business, an entrepreneur or a work from home mom, you need to think and act like a publisher because that is essentially what you are.
Anyone who is looking for ways to increase their search engine ranking has heard the term content marketing. There are many sites that offer tips to offering the highest quality content and they caution their readers to act and think like a publisher. What they sometimes fail to tell you is how you should go about this. It’s fine to put the words out there but helping you to understand what those words means is a different situation. 
You need to think about the things a publisher does on a larger scale than content marketing.
How does a publisher take a book and make the author as well as the publishing company money? What are the goals and the end result of the sale of the book? Will the book sell well without any attempts at marketing? These are the questions that need to be scaled down to the website marketing level.
Profit
The bottom line for any publisher is to make a profit from the book they are marketing. This should also be your goal with your website. You create your content in order to market your service or products in order to make a profit for your company. If your content does not attract the reader or is not relevant, then they are a waste of money and time.
Editing
In order to put out quality content that brings business and ultimately profits to your web based company, you have to edit. This does not mean checking spelling and grammar, that is a huge part of editing too but you need to edit the actual content. Is the article relevant to the website or the company? Does the content go off track? Relevant content that leads the reader on a path, whether it is a short blog or 1200 word article, must be relatable. It must also tell a story in its own way without going off track.
Producing Articles
The most difficult part of content marking is actually producing quality articles. Not everyone has the talent to write great content that fits the above editing criteria. While you are responsible for the end result, you need to have a team that can help to keep producing quality articles that you can either accept or reject for your website. You also want your team to meet all of your deadlines and make sure that all content, articles or blog posts, are uploaded and updated on your timetable.
All of the above actions are things that are taking place at publishing houses all over the world. The end result is profit…. so if a work comes to the publisher that is not relevant or would not make money it is rejected. All works that are accepted are thoroughly edited to ensure that the book flows well and the reader is taken on a journey. Finally, they make sure that all writers stick to their contractual obligations and do not allow poorly written works to be published. All you need to do is change the word “works” with content and you can see how a content marketer should think more like a publisher.
Lisa Mason is a content marketing specialist and social media marketer with more than 12 years in the business. She helps clients every day learn how to increase brand awareness, drive traffic to their sites and build a loyal following with quality content.
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