You, the corporate and association marketers of the world, are our current and future publishers. The rise of database management, the internet, and the changing behaviors of consumers have created a clear opportunity for organizations to communicate directly with their customers without going through a third-party (TV, newspaper, trade magazine, radio, etc.).
This opportunity comes with caution…with communication comes responsibility. In order for us to retain the right to communicate with our customers (those who are in control), we must create a dialogue with them through truly valuable content. If what you say is valuable, and helps them to improve themselves, communication channels stay open. If you continue to spam them with sales materials and productized editorial, good luck keeping that relationship.
With that said, go out and create great content for your customer!