A publishing approach with a marketing orientation

Recently I was talking with a client about some fresh content I was writing for his website. He asked me about seeing some "concepts" and maybe even some "storyboards". Thinking about it later I realised he was talking the language of advertising. I wondered if he viewed each new piece of content as a mini ad.

My philosophy on websites is to take a publishing approach with a marketing orientation. A publishing approach in terms of creating and managing the content and a marketing orientation for the substance of the content.

Perhaps I am blinkered by my background which is in marketing and publishing. But I am not alone in my beliefs. In a recent article for RainToday.com, David Meerman Scott wrote: "The best websites are designed by marketers who have learned to think more like successful publishers."