Brands as Publishers

This week Ad Age published All Brands Are Publishers, Learn How to Be a Good One, by yours truly. In it I summarize six or so years of work I’ve done outlining terms like “conversational media,” which I first outlined on this site, “brands as publishers,” also written about first in these pages and at FM’s home, and of course the Independent Web (again, here).

But I hadn’t really pulled all of it together in short form, till now. So give the piece a read, if you’re so inclined. It’s written for the print version, so there are no links. (Old school!). From it:

It’s illuminating to remember that five years ago, Twitter was three months old, and Facebook had just opened to non-students. Neither company had a business model. Oh, and Digg was considered the pre-eminent social news service.

Over the next half-decade, of course, Twitter and Facebook have become huge forces, driving the rise of what I then called “conversational media” as opposed to “packaged-goods media,” where marketers just send a message to consumers.

I laid out five “golden rules” of this new media in several blog posts, and over the years, I’ve come to believe that it comes in two distinct flavors: independent and dependent.

“Dependent web” platforms such as Twitter, Facebook, Google and Yahoo are where people go to discover and share new content. Independent sites are the millions of blogs, community and service sites where passionate individuals “hang out” with like-minded folks. This is where shared content is often created.

Marketers need to play in both spheres to effectively build their brands. ….

Read the rest here.

Author: John Battelle

A founder of NewCo (current CEO), sovrn (Chair), Federated Media, Web 2 Summit, The Industry Standard, Wired. Author, investor, board member (Acxiom, Sovrn, NewCo), bike rider, yoga practitioner.

13 thoughts on “Brands as Publishers”

  1. Good post John, I do a lot of b2b and b2g content marketing and love your five golden rules. Can you elaborate on how a brand “partners with the independent web” in the content development stage? Would have posted this on Ad Age site but process was hopeless.

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