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How Brands Have Become Publishers

A  lot of people think of content marketing as a ‘new thing’. But the fact is content marketing has actually been around for almost a century.

Back in 1931 John Deere created ‘The Furrow’ magazine, to educate farmers on new technology and how it could help them become more successful. This publication is now widely accepted as being the first example of corporate story-telling (content marketing).

John Deere's 'The Furrow' magazine (1931)

John Deere's 'The Furrow' magazine (1931) - first example of content marketing

Today all brands have become publishers and are creating content in one form or another (the barriers to corporate publishing are gone). The only difference between traditional media publishers and non-media publishers is how the money comes in:

For a media publishing brand, content is created in order to make money either through direct selling of content (e.g. newspapers and magazines) or advertising sales. But for a non-media publishing brand, content is created to attract and retain customers.

In this exciting piece, Joe Pulizzi (founder of Content Marketing Institute) illustrates how far we’ve come from the days of John Deere to today and how we (non-media publishing brands) can tackle the monumental challenge of creating compelling content that actually engages our audiences. Read the full article here.

 

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