Your audience—your customers, clients, investors, stakeholders—get their information and news the same way as you do. It is statistically likely they find that information online. The majority of us get our news and features online—59 per cent of us, according to Pew research. According to World Bank Data, 80 per cent of North Americans search their information on all topics online.

For this compelling reason, an increasingly important option in your marketing mix should include online strategies that focus on you or your brand becoming a publisher. This method, pioneered by Blogertize and Persona Corp in 1997, is the gold standard of branded online publishing, and helps you earn audiences, rather than buying them through media advertising.

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