In his new article in the October 2017 edition of the journal Learned Publishing, Atypon’s Jacob Wilcock interviews a dozen scholarly publishing industry executives to get their thoughts on using their websites for content marketing, to drive increased visibility.
Content marketing—using content as a marketing strategy—can discourage researchers from stopping by your website only long enough to grab a PDF, a phenomenon that undermines the sturdiest long-term business strategy. The publishers Jacob interviews discuss their tactics for treating readers as customers—not end users—and the results they get from creating a place of knowledge and learning with the kind of user experience that readers find on the consumer websites they visit.
The article also lays out strategies for increasing site traffic, lengthening site visits, giving authors more visibility for their work, and boosting the value of a digital brand by giving readers more fruitful research experiences and
“An End to Download-and-Go”: The Role of the Website in the Content Marketing Ecosystem” can be found on Learned Publishing’s website.