It’s that publishing is a business.
To the uninitiated, digital or online marketing can seem like this big, difficult‐to‐master beast with a million different tasks.
The secret to it is simple. It’s almost Business 101. It’s the same principle you follow when you run a sales campaign.
- Know your
- Run with your capabilities.
Don’t be that guy who jumps on the next content trend just because everybody else is doing it.
- If you hate being in front of a camera, but you’re amazing in audio, why would you waste money being camera‐trained, when you could just do a podcast?
- If you suck at writing but you love talking to people, why would you waste your time in blogs when you can record video?
Publishers all over the world are guilty of chasing trends instead of sticking slavishly to what they do amazingly well. It’s why we’re seeing loads of media companies tightening their belts and getting rid of content divisions.
And you want to know the truth?
People can tell when you suck at something.
When you’ve worked out what kinds of publishing you know will rock your business’s proverbial socks, do the hard thinking about what you can already do.
Capability wins over trends, every single day. Well, capability and values.
But that’s another story for another day.