Today’s customers consume more digital content than ever before. And brands are jumping at the opportunity to create it.

Content volume is growing at a rate of 200% annually, according to Forrester Research. Moreover, 70% of B2B marketers are creating more content than they did one year ago, states the latest B2B Content Marketing Benchmarks, Budgets, and Trends—North America report from MarketingProfs and the Content Marketing Institute.

With the use of custom content on the rise, brands are beginning to think like publishers. That means producing content that stands on its own merits, not as a promotion of a product or service.

For custom content to be successful, it must provide relevant and valuable information that attracts, acquires, and engages a target audience.

It all sounds simple enough.

Learning to Become Publishers

Although brands have been using content for years, they are not natural publishers.

Since the 19th century, the functions particular to publishers—including selecting, editing, and designing material, as well as arranging its production and distribution—have made publishing a distinct occupation, with skills and practices out of reach for most other industries.

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image of David Palmer

David Palmer is a marketing director at Wiley, where he oversees Dummies B2B and the For Dummies, Business, and Education product lines for Wiley's Professional Development division.

LinkedIn: David Palmer