Content marketing specialists are working to convince advertisers and marketers to act more like publishers. How? By creating their own content, instead of sponsoring the content (via advertising) of traditional publishers.

Read this blog post from Joe Pulizzi, founder of Junta42, and then watch the short video at the end.

Traditional publishers need to recognize this challenge, and then find a way to take advantage of it. One solution: offer custom content creation services to your current advertisers. After all, your editorial team members are experts at content creation, and your sales team are (or should be) experts at selling the creative output of your editors.