n the rise of digital, credible media sources are not the only publishers of content. Brands have been gaining momentum as publishers by leveraging the power of shareable content on social platforms.
To demonstrate the point, recently, The New York Times shared that their organization does not feel threatened by the success of the shareable content news site, Buzzfeed. Media and marketing digital publication Digiday recently published that 76% of publishers are feeling pressure to think about how their story can and will be shared across social platforms. Shareaholic measured traffic across more than 200 sites of varying audience sizes and found that, as of September 2014, 29.5% of traffic to publisher sites was driven from social channels, with Facebook in a class all its own driving more than 22% of referrals to publishers, with Pinterest a not-so-close second.
In the face of real-time marketing, there’s pressure to not only create content that is engaging enough to be shared socially, but to create content quickly, in a flash to be first. As brands become publishers, they need to consider three things:
By: God-is Rivera for ICrossing
Follow on Twitter @GodIsRivera
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