The rise of blogging , Facebook and Twitter has made us all publishers.

Add mobile HD cameras mounted to helmets streaming death defying leaps,  extreme bike moves and dives and you have an explosion of multi-media creators  and publishers. Mobile and modern camera technology coupled with global social  networks are providing platforms and networks with the media fodder that are  supercharging content distribution and sharing.

Content and media is no longer gathering dust in the bottom draw or the  filing cabinet but is published online. Often it is streaming and unedited. It’s  real and raw.

Content now comes in a wide variety of formats and media. It can start with a  140 character micro blog (tweet), a video. image or a long form content piece of  2,000 words on your blog. It can even be a 6 second “Vine” video or a filtered  snapshot on Instagram taken on a smartphone.

These fast changing opportunities and mediums are presenting the traditional  marketer with some thought provoking and uncomfortable choices. You can almost  hear the squirming.

Why content marketing upsets traditional marketers

The old school marketing habits and paradigms don’t cut it anymore because  content marketing requires a different way of thinking. It flips the marketing  model in many ways.

1. Pull rather than push. Its about attracting the customer to  you rather than pushing advertisements. That’s different.
2. Entertain and educate first and sell second. Traditional  marketing never heard of the term educate.
3. You don’t talk  about your product. Mentioning your product in content marketing  is inappropriate. The old school thinking struggles with that.
4. You must think and act like a publisher not an advertiser.  That is not in the comfort zone.
5. You operate in real time. This means you have to be  thinking about “continuous marketing” as well as being campaign focused. That’s  demanding.
6. Need different  resources. This includes staff and software. The status quo is  being challenged.
7. Needs a different culture. Publishing culture is different  to an advertising mindset. Newsrooms, reporting and editing are a world apart  from corporate marketing and advertising.

These mind warps are presenting some challenges and potential disruption to  the marketing department and the CEO. What are the obstacles in moving from  traditional mass media habits to a publisher paradigm?

The challenges to becoming a media company

The challenges come from many angles. Some are larger than others. It means  adopting a flexible mindset that is open to change. That in itself is a  challenge.

Here are a few to keep in mind as you move to a content marketing culture  that  embraces the new.

• Re-allocation of  resources. It is hard to discard old habits but it requires a hard look  at what isn’t working or appropriate and try something new.
• Re-educating the  team. It will mean sometimes forgetting what was taught at university  or college because most of the changes in media are mostly less than a decade  old. YouTube is not yet 10 years old (founded in 2005), tablets have only been  around for 4 years and Facebook was launched in February 2004.
• Changing the culture. Maybe change management is  needed.
• Adapting to a mobile content world. Smartphones only  exploded into popular culture when the first iPhone was launched in 2007.  Websites need upgrading to be “mobile responsive” and content optimisation now  has to consider viewing on smartphones.
• Understanding  re-purposing of content. With the broad range of multi-media formats  (30 plus at last count) and social networks, brands need to understand that we  have different  preferences for the media we read and watch and the social  networks we use to consume them on. Same message but different  media.
• Developing an integrated mindset. This means weaving  content marketing into other marketing channels. This includes embedding content  marketing in and across all media channels including social, search, email and  traditional mass media.
• Creating “conversations around the brand” not about the  brand. (Thanks Altimeter for that insightful phrase). This means creating content that has heart and  soul of the brand embedded but not mentioned.

So what does this adaptation look like?

The content marketing stages

Content marketing is still embryonic for most companies. Here is how  Altimeter sees the stages of content marketing maturity.

Read more at http://www.jeffbullas.com/2013/11/08/is-this-the-top-content-marketing-company-in-the-world/#5eVc09uyx9ypi8ic.99