No More Websites. Only Publishers.
Websites are not websites anymore.
When a brand manager sits down to evaluate what she or he is doing online and in the mobile channels, the first realization they have is usually it's not up to snuff with the massive amount of online usage that consumers are engaged in. And, more often than not, they must also grapple with what their peers and competitors are doing in these spaces as well.
As brands continue to try to out-design competitors, there could also be a bigger, scarier realization: your website is not important anymore.
Becoming a publisher of content online is what the digital channels are really all about. Brands still get caught up in the functionality and minutiae of what their website is. All of those shiny bells and whistles won't amount to anything if you're not constantly and consistently publishing content (which can be done in text, images, audio, video or any combination of those formats) that adds value to the consumer's life. When you explain to a brand manager that online works not because of what you're showing people, but rather on content they're publishing, the response is often: "but we sell Product X; we're not in the publishing or content creation business."
News flash: yes you are a publisher. And, if you're not, you better start being one.
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