David Palmer

Retailers may not be trained publishers, however, with more self-publishing and online promotion strategies available than ever, they can draw from publishing's successful history and become publishers in their own right. One lesson that retailers can learn from publishers: the importance of producing various content types that stand on their own merits, as opposed to a piece of collateral promoting a product or service. As you consider how you can use content to grow your business, make sure that you're considering the following types of custom content: