Content Is King Again

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Traditional publishing is dead…

I’m by no means the first person to say it, or the first person to see it coming, but that doesn’t make it any less true.

While that may not be great news for Penguin or Random House, it may be great news for you. The old gatekeepers that used to have the publishing world on lockdown have lost their iron grip on the printing press.

A publishing revolution is underway, and the behemoths of the web are using the opportunity to squeeze the ink and paper publishers out.

It was bound to happen eventually. Publishers have done less and less to promote and market their content in recent years, almost to the point of making themselves obsolete. Now, Amazon and iTunes are bent on pushing them over the edge.

The reason this is good news for you is that these two traffic giants need your help to make it all happen. You’re going to get so freaking sick of hearing people say “content is king” in the next few months, but that’s because, well, content is king on the internet now more than ever…

As users get more sophisticated, they flock to mobile and social marketing channels to find information. Users are grow less and less dependent on broader search engines like Google or Bing to find media and entertainment. Instead, they’re searching through user rated and shared content on Amazon, iTunes, Facebook, etc.

What does that mean? It means that, as a marketer, you need to learn how to publish your own, original content directly into these channels. You need to specialize in content creation, or partner with someone who does. Frontend content is where you show users that you deliver value. There’s no real shortcut to it… quality is quality.

There is a shortcut to the traffic, however. Just like you need good credible content, these massive online retailers need it too. These traffic behemoths actually want your content desperately, especially ebooks.

The ebook revolution is upon us, people. The industry is growing exponentially and the barriers to entry are surprisingly low. My advice is to learn how to write and format books for Kindle, iTunes, Barnes & Noble, etc. That’s what we’re focusing on in our office and we’re seeing amazing results.

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