Audience Development

Are Publishers Ignoring the Upsides of Distributed Content?

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By Denis Wilson

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Last week I wrote about how most publishers don’t have a plan in place to manage the opportunities and costs associated with distributed content. In my book, that’s a missed opportunity.

Publishers don’t disagree. When we surveyed publishers about distributed content, they overwhelming responded that the biggest opportunities they see for distributed content is as an audience development (37%) and brand awareness tool (36%). But are they taking their own advice?

(Download The Distributed Content Conundrum: Special Report on the Opportunities & Threats of Distributed Content for Publishers here.)

In the past year, we’ve reported extensively on how publishers are using social networks to drive audience development.

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Headshot of Denis Wilson

Denis Wilson

Denis Wilson was previously content director for Target Marketing, Publishing Executive, and Book Business, as well as the FUSE Media and BRAND United summits. In this role, he analyzed and reported on the fundamental changes affecting the media and marketing industries and aimed to serve content-driven businesses with practical and strategic insight. As a writer, Denis’ work has been published by Fast Company, Rolling Stone, Fortune, and The New York Times.

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