What Does Content Marketing Mean For Book Publishers?

In an earlier talk, "An architecture of collaboration", I argued that the market for reading may be expanding significantly, but the gains are seen almost entirely outside the prevailing book industry supply chain. "Architecture" encouraged publishers to engage with communities - and companies - to offer new sources and uses of what was once just book content.

That talk also recommended publishers do 12 things to develop "an architecture of collaboration". I ranked these 12 ideas from easiest ("Join the w3c") to hardest ("Change our approach to copyright").