The secret of successful publishing | Boagworld - Web & Digital Advice

Web & Digital Advice

Digital and web advice from Headscape and the addled brain of Paul Boag... tell me more

Paul Boag Posted by: Paul Boag On Friday, 30th March, 2012

The secret of successful publishing

Content Strategy Marketing Short Audio Tips:
The estimated time to read this article is less than a minute

I recently ran a workshop on content strategy and social media. The reason I combine these two topics is because they are so closely linked. In today’s connected world, publishing has changed. It is no longer about broadcasting. Today publishing is about a conversation, as is beautifully expressed by Mandy Brown in her recent post Babies and Bathwater.

We can no longer think of publishing as a broadcast medium. It isn’t, not anymore. The web requires that we listen and converse as much as (if not more than) we ship.

Why then do so many publishers continue to broadcast rather than actively engage users? The reason is simple, as Mandy goes on to explain:

Of course, supporting a community is hard work, and it isn’t cheap. It’s expensive not only in time, but in spirit: you have to care about your readers.

For many nurturing a community is just too much effort. Unfortunately this is not an option on the modern web. Users are out there talking about you elsewhere. If you ignore them you risk alienating them or even missing a potential PR nightmare. However, if you nurture a community these very same people can become your best advocates.

What route have you chosen?

Become a web expert with our newsletter

Receive invaluable advice every three weeks and get two free video presentations for subscribing. You can unsubscribe in one click.

Blog Updates

You can follow all my posts by subscribing to my RSS feed or signing up to my email newsletter above.

Podcast Updates

Subscribe to the podcast via itunes or RSS. You can also subscribe to my quick tips via itunes and RSS too.

Social Updates

I am completely addicted to Twitter so try following me there. I also have a Facebook page which contains considerably less waffle.


Boagworld is a community, not just the voice of one blogger. You've read the post, now its time to get involved.