Advertisers = Publishers

"Content is King", "We are all Publishers"...these phrases while cliche still contain truth. In fact one of the hottest trends in media right now centers around Advertisers/Brands building Publications or Entertainment Channels with content relative to their business.

Fashion companies were among the first to adopt this strategy. Now we are seeing more mainstream retail products join this content strategy. Look at what Red Bull is doing with their homepage. Here you find much more than information on their energy drink and where to find it. You will see videos, photos, events, news on extreme sports and all things relating to the culture of their demographic.

Red Bull understands their position and how their product is part of their consumers' lives. Therefore they focus less on the product and more on the lifestyle. After all, who wants to - and how many times will you visit a website to tell you what Red Bull is, where to get it and how much it costs?

So, what is your content strategy? What does your website offer potential consumers? Is there a reason for them to keep coming back? Do you understand how your business relates to their lives? Are you communicating/living that with them?

You should be...