Content marketers are learning to become storytellers. The practice helps them connect what matters about their products and services to both existing and new markets. In telling stories, the new marketers look a lot like publishers, offering an opportunity for people working in both industries. Becoming storytellers Storytelling itself is in our nature. We could reach back to cave drawings to see
How To Make Digital Content Subscriptions ‘Worth It’
Subscription models are an opportunity to grow overall demand for content. In practice, these new models can provide an attractive gateway to testing different prices and offers. But before publishers can make digital content subscriptions ‘worth it’, they’ll need to see that the digital rights management (DRM) typically applied to “sold” books represents an unwelcome competitor. Growing Demand By selling components or charging
Is Service Delivery The Future Of Education Publishing?
Last week, I briefed a visiting delegation of Chinese publishers on recent U.S. trends in…
Why Publishers Should Listen to Clay Shirky
Toward the end of last week, Clay Shirky posted “Amazon, Publishers, and Readers“, an essay…
Forget Content Marketing. Adopt Content Strategy.
Monica Bussolati, content design director at Bussolati & Associates, a publication design studio, has been…