Brands today are now publishers. That’s not news to anyone reading MarketingProfs.
But how many people have really thought through what that implies? Yes, it means that brands need to think about their customers as an audience, they need to produce a wide variety of content that talks to and with this audience, and, of course, they need to employ people capable of producing the aforementioned content.
But it also means that brands, like all publishing concerns, need editors.
In this week’s episode of Marketing Smarts, I discuss brand publishing and brand editing with Tom Fishburne, the Marketoonist.
Today, Tom makes his living helping companies build content marketing campaigns around the cartoons he draws (you can see some examples of how that works on his Marketoon Studios site). But he learned the crucial power of editing while working as a product marketer (at method, General Mills, and elsewhere)—and editing not just when creating content but particularly in the process of designing and developing the products themselves.
Thinking Like a Publisher
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Tom Fishburne, who started cartooning on the backs of Harvard Business School cases. His cartoons have grown by word-of-mouth to reach 100,000 marketers every week and have been featured by The Wall Street Journal, Fast Company, and The New York Times. Tom is the founder of Marketoonist, a content marketing studio that creates cartoon-based campaigns.