Here is another voice putting to words the paradigm shifts we have been witnessing in the last few years. But the important point is noting that things HAVE changed, and that we need to act accordingly.
Tom Pick at WebMarketCentral Blog asks rhetorically Will Content Marketing Kill Trade Publications?:
“The challenges faced by trade publications go far beyond the current economic slowdown. Trade pubs traditionally flourished due to five conditions which simply no longer exist.”
- Authority and independence
For each of these bullets, he basically explains how we can do it (or are doing it) ourselves, without the trade publication’s help. So please go read Tom’s post for the detail.
Wow, he just made my job harder. Now I need to be a writer and publisher of content, bypassing the trade publications.
In truth, my niche marketplace moved me away from trade publications as soon as the web became viable for lead generation. But I haven’t worked the content part as a strategic approach to attracting my own audience.