Premium
Putting an end to download‐and‐go: The website's role in a content marketing ecosystem
Author(s) -
Wilcock Jacob
Publication year - 2018
Publication title -
learned publishing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.06
H-Index - 34
eISSN - 1741-4857
pISSN - 0953-1513
DOI - 10.1002/leap.1131
Subject(s) - personalization , promotion (chess) , revenue , content marketing , business , download , marketing , end user , key (lock) , advertising , digital marketing , world wide web , computer science , political science , computer security , accounting , politics , law
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.