Brand Fiction is the Future of Brand Publishing

We are reaching out to various content and brand experts all over the globe to get their different perspectives on content and brand publishing. This week we spoke with Shayla Price, a B2B content marketer who lives in Florida. Read her perspective about brand and content publishing below.
1.What is the difference between content marketing and brand publishing?
Content marketing involves creating and distributing valuable content to a targeted audience to gain their interest–leading to new customers. Brand publishing is producing content to promote the entire brand.
Content marketing is usually a strategy within the marketing and sales departments of a company, while brand publishing is an extension of the business.
Think of it this way: Content marketing uses content to generate awareness about products, and in brand publishing, the content is the product.
2. In what ways do brands need to transform their organizations to become effective publishers?
Organizations must focus on building systems. You need proper processes in place to develop and promote high-quality content. For everything to run like a well-oiled machine, your team must follow brand style guides, editorial calendars, and editing workflows.
It’s not enough to just call yourself a brand publisher. You must walk the walk. It’s imperative to hire the best talent, develop a solid content strategy, and conduct research to understand your audience.
3. What is the future of brand publishing?
Brand fiction is the future of brand publishing. More companies will explore how to produce realistic fiction to engage with their audiences. They will take their consumers on new journeys that merge real life with fantasy. Moreover, the fictional characters will become representations of the brands.
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