Publishers were once exceptional at attracting audiences with authentic stories. But since digital ad performance is in decline, their business model is under fire, and some have resorted to click-bait.
But people still want to read authentic stories.
And this is an opportunity for savvy brands that want to tell authentic stories.
The best brands have always been great storytellers. Patagonia is one of the first modern-day businesses to tell stories that mattered to their audiences rather than stories about their products.
Any brand with some vision and discipline can exploit this opportunity by adopting the successful habits of publishers. Here are some basic principles:
If you follow these basic principles, you can attract high quality audiences to your site and convert them into new customers.
Brands who apply this approach acquire higher LTV customers at lower costs.