©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
B2b marketers have always been publishers. What’s a press release or product sheet if not a piece of published content? Corporate blogs take publishing-as-marketing to the next level by giving company executives a podium from which to publish their views, unvarnished and unmediated.
But what if you wanted to go yet another step and exert some editorial influence over what gets written (or at least highlighted) about your industry? To accomplish that, some marketers are turning to so-called “content curation” tools that make it easy to repurpose and publish the equivalent of social media-driven online “magazines” about their industries.