1. How to Think Like a Publisher

    by
    In 1982 I joined Ziff Davis publishing company in a special group that Bill Ziff set up to figure out how to migrate his print publishing empire into electronic publishing. This experience fundamentally changed my thinking and my life path. It taught me how to think like a publisher. Content marketing thought leaders today are regularly instructing us to think like a publisher. When I ask people to explain what this really means and, more importantly, how they would create content like publishers, they typically respond with blank stares. Those familiar with the way many websites are supported by content management systems have some familiarity with this concept. But this doesn’t inform the creation process. How does the CMS analogy help our understanding of creating like publishers? Publishers separate the major tasks involved in producing finished work products. The database is key to this approach. A content management system is...

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