In a world where 70% of consumers prefer learning about brands through content rather than traditional ads, the shift toward publishing is no longer optional—it’s critical. The digital landscape isn’t just crowded; it’s a full-blown marketplace of ideas. To stand out, brands must produce high-value content that informs, entertains, and, most importantly, builds trust.

Take Red Bull. Beyond selling energy drinks, it has built an empire of media—magazines, documentaries, and extreme sports content. Their publishing-first mindset doesn’t just sell products; it sells a lifestyle. As a result, Red Bull sold 11.6 billion cans in 2022, all while producing viral, culturally relevant content.

So, why should your brand follow suit? The answer lies in the numbers. Brands with a publishing approach generate 67% more leads per month. Companies like HubSpot, through its blog and academy, don’t just promote a product—they educate audiences. By giving value first, they convert readers into loyal customers.

Thinking like a publisher isn’t about creating content for content’s sake. It’s about owning the narrative. Rather than interrupting users with ads, become a sought-after resource. Netflix’s Tudum platform exemplifies this, fostering deeper engagement with its audience by delivering behind-the-scenes exclusives.

Adopt these strategies:

1. Create consistent, high-quality content tailored to your audience.
2. Diversify formats—blogs, videos, podcasts, and infographics.
3. Measure and adapt. Analytics is the editor of your publishing strategy.

In the age of information overload, publishing is your ticket to relevance. Build trust, generate leads, and create a narrative that sticks. Because in the battle for attention, content isn’t just king—it’s the entire kingdom.