Key points

• Publishers must think of their websites as marketing tools as well as content delivery systems.
• The five major strategies of content marketing are promotion, personalization, targeting, consumerization, and analysis and optimization.
• Publishers must treat readers as customers, not simply as end users.
• Content marketing is about the environment in which content exists, as well as the form that it takes.
• To compete with pirate sites, publishers need to provide a richer user experience.
• Content marketing benefits authors and readers as well as publishers.
• Readers want the same enjoyable user experience and tailored content on all sites they visit.
• Content marketing can increase site traffic, lengthen visits, boost revenues, thwart piracy, and heighten brand impact.