--- title: Successful Marketing Means Becoming a Publisher description: The new publishing model on the web is not about hype and spin and messages. It is about delivering content when and where it is needed. image: https://www.davidmeermanscott.com/hubfs/marketing%20is%20publishing.jpg --- [Skip to main content](https://www.davidmeermanscott.com/blog/successful-marketing-means-becoming-a-publisher#maincontent) [ «  View All Posts ](https://www.davidmeermanscott.com/blog) # Successful Marketing Means Becoming a Publisher June 1st, 2021 1 min read By [David Meerman Scott](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) ![](https://www.davidmeermanscott.com/hs-fs/hubfs/marketing%20is%20publishing.jpg?width=2778&height=1838&name=marketing%20is%20publishing.jpg) The new publishing model on the web is not about hype and spin and messages. It is about delivering content when and where it is needed and, in the process, branding you or your organization as a leader. Sometimes I call this *Brand Journalism*. When you understand your audience—those people who will become your buyers (or those who will join, donate, subscribe, apply, volunteer, or vote)—you can craft an editorial and content strategy just for them. What works is a focus on your buyers and their problems. What fails is an egocentric display of your products and services. Marketers at the organizations successfully using the [*New Rules of Marketing & PR*](https://www.davidmeermanscott.com/books/the-new-rules-of-marketing-and-pr) recognize that they are now purveyors of information, and they manage content as a valuable asset with the same care that a publishing company does. One of the most important things that publishers do is start with a content strategy and then focus on the mechanics and design of delivering that content. Publishers carefully identify and define target audiences and consider what content is required to meet their needs. Publishers consider the following questions: - Who are my readers? - How do I reach them? - What are their motivations? - What are the problems I can help them solve? - How can I entertain them and inform them at the same time? - What content will compel them to purchase what I have to offer? To be successful, you need to consider these same questions.   #### Here are a few examples to check out, including a school district, a large B2B company, a small business, and a government agency: [Brand Journalism at Cleveland Metropolitan School District](https://www.davidmeermanscott.com/blog/brand-journalism-at-cleveland-metropolitan-school-district) [How Raytheon implemented a brand journalism approach to content marketing](https://www.davidmeermanscott.com/blog/2013/04/how-raytheon-implemented-a-brand-journalism-approach-to-content-marketing.html) [Rebekah Keat Grows Coaching Business by Marketing to Beginner Triathlete Buyer Persona](https://www.davidmeermanscott.com/blog/rebekah-keat-grows-coaching-business-by-marketing-to-beginner-triathlete-buyer-persona) [How NASA Builds Space Fandom](https://www.davidmeermanscott.com/blog/nasa-administrator-jim-bridenstine-discusses-space-fandom-with-me) [![New Rules of Marketing and PR](https://no-cache.hubspot.com/cta/default/413105/112bb6d7-07dd-4985-b988-211b5008fd39.png)](https://cta-redirect.hubspot.com/cta/redirect/413105/112bb6d7-07dd-4985-b988-211b5008fd39) [ David Meerman Scott ](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) David Meerman Scott is a business growth strategist, advisor to clever entrepreneurs who are building emerging companies, and the international bestselling author of a dozen books published in 30 languages. David’s high-energy keynote presentations, masterclasses, and virtual events educate, energize, and inspire. Connect: [mailto:david@freshspot.com](mailto:david@freshspot.com) Topics: [ New Rules of Marketing and PR ](https://www.davidmeermanscott.com/blog/topic/new-rules-of-marketing-and-pr) [ Case Studies ](https://www.davidmeermanscott.com/blog/topic/case-studies) [ Marketing ](https://www.davidmeermanscott.com/blog/topic/marketing) [ Brand Journalism ](https://www.davidmeermanscott.com/blog/topic/brand-journalism) Don't forget to share this post: ## Related Articles [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Stefano%20Paciotti.jpg?width=1500&height=1084&name=Stefano%20Paciotti.jpg) ### The Ham Whisperer of Rome: How Stefano’s Honest Videos Won the World’s Heart June 24th, 2025|1 min read ](https://www.davidmeermanscott.com/blog/the-ham-whisperer-of-rome-how-stefanos-honest-videos-won-the-worlds-heart) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/story%20time%20shutterstock_2078659261.jpg?width=1500&height=999&name=story%20time%20shutterstock_2078659261.jpg) ### The Story Customers Tell Themselves May 6th, 2025|1 min read ](https://www.davidmeermanscott.com/blog/the-story-customers-tell-themselves) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Facebook%20Live%20no%20more.jpg?width=1352&height=893&name=Facebook%20Live%20no%20more.jpg) ### Meta Focused On Profit Over Users: Now Deletes Facebook Live Videos After 30 Days April 28th, 2025|1 min read ](https://www.davidmeermanscott.com/blog/meta-focused-on-profit-over-users-now-deletes-facebook-live-videos-after-30-days) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/shutterstock_2077138888.jpg?width=1500&height=1000&name=shutterstock_2077138888.jpg) ### What Makes a Great Marketer? 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