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#1: “Public relations” is an outdated term from a long time ago.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.
This article introduced a new weekly newsletter I launched for my marketing agency.
A lot of content marketing efforts publish very surface level content. I simply can’t operate that way, and this article for an insurance client is a testament to that.
I wrote this piece in 2016 for the insurance and risk management recruiting initiative called MyPath.
The Press of Atlantic City
This was probably the toughest story I ever had to publish. Not because of anything to do with the content – because I had to fight with my old school, conservative editors for a year before they would print it.
I wrote this article in 2011 for The Press of Atlantic City. I had been writing about the local cranberry economy for a few years, and was looking for a new angle when I discovered this little farm that even locals didn’t know about.
There were a number of times while I was at The Press of Atlantic City that I broke statewide news and became the only reporter regularly covering that topic. This was one of those ongoing stories.
New Jersey’s sand mining industry provides some of the country’s best sand, but finds itself in an economic slump
I loved finding fascinating stories that no other publications had written about, especially those that were hiding in plain sight. This was one of those that my editors didn’t think would turn into anything, but somehow I made sand fascinating.
This “watchdog” article took me several months to gather data from federal agencies and interview dozens of farmers. It was the first time my newspaper ever took an in-depth look at how often area farms violated labor laws.
This was the most personally meaningful article I wrote as a reporter, because my grandfather participated in the LBI fishing tournament for decades, and I wrote this the year after he passed away.
“Oh my goodness, this isn’t a Wawa!”; Old locations retain familiar look even as restaurants, Laundromat
Most of my best story ideas stem from the same initial thought: “What’s up with that?” In this case, it lead to a very popular article in which I coined the term “Ghost Wawas.”