An article published in Learned Publishing last year by Jacob Wilcock discuss how publishers must think of their websites as marketing tools as well as content delivery systems.
The paper defines five major strategies of content marketing: promotion, personalization, targeting, consumerization, and analysis and optimization, and discusses benefits which publishers could gain, including increased site traffic, extended site visits, new readers, subscribers, and authors, and high brand visibility.
Wilcock J. Putting an end to download-and-go: the website’s role in a content marketing ecosystem. Learned Publishing 2018;31(2) (doi: 10.1002/leap.1131)