Effective brand publishing puts formats before distribution

In order to build successful publishing operations, it’s important that brands piece together their approaches deliberately and logically. But one area that trips many companies up is focusing heavily on distribution mechanisms and tactics too early in the process, and before they’ve established valuable and repeatable formats that form the backbone of their editorial output. Content formats are not the same as distribution, and in order to be successful at creating valuable, engaging content and extracting the most value out of it, it’s essential that brand publishing teams not confuse the two.  Doing so often results in confusing and disjointed publishing operations that do not effectively serve and engage audiences, and often fall short of companies’ expectations as a