Editorial as a moat
Why the best growth teams are publishers first and marketers second.
The best B2B and DTC brands of the next decade will be publishers. Not because content is cheap, but because it compounds in a way no other channel does.
A paid campaign stops when the budget stops. An email list decays if you stop emailing. A podcast ages.
An article published in 2022 is still ranking, still converting, still cited. The work has been done. The traffic is free.
The teams winning at this treat editorial as a product, not a campaign. They have editors, writers, a calendar, a CMS workflow, and a measurement framework. They publish 8–24 pieces a month with the same rigor a media company applies to its flagship publication.
The mistake most agencies make is treating content as a service line, not a strategy. The mistake most brands make is treating it as an afterthought.
BAZ runs editorial as an operating discipline, not a deliverable. That is the moat.
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