Content marketing often gets overcomplicated, but it’s a simple idea: give people the substance they’re seeking and they will come to you.
“Conversion” might be an alien term for journalists, but it’s elementary for marketers.
Only if journalists stop ignoring it, and content marketers stop acting like marketers.
And what do those terms even mean anymore?
After Trump’s election, the media’s asking how they missed the story. They didn’t. They distorted it.
The media blames all newspapers’ problems on the Internet and technology, as if the medium is the message. It’s time we recognized that much of what newspapers produce should be improved, not preserved.
You’d think people in the same marketing departments would understand and respect what each other does.
Analytics are killing creativity in marketing-related content development.
The traditional view is that reporters and marketers are on different sides, that they are diametrically opposed careers. In reality, it’s more like different points along a spectrum.
#1: “Public relations” is an outdated term from a long time ago.
The best practice of native advertising is to use someone else’s platform to promote your own great content. That’s what launched Serial.
Podcasts, newsletters and websites to break content creators out of their bubbles.
“We and other journalism enterprises decided that it was best to make our content free and garner as many eyeballs as we could for our eager advertisers.”
It was a mix of unique and universal motivators.
Journalists can learn a lot from the marketing world.