The following was updated and adopted from a hired-speech I gave to a group of 50 portfolio CEOs and senior partners in June 2015 at the headquarters of NEA, the world’s largest venture capital firm.
Since 2005, I’ve written for half of the top 20 U.S. media publications and dozens of Fortune 100 companies as a featured contributor, branded storyteller, and retained content advisor. In that time, this is what I know for sure: marketing is the way you let people know you exist. Content marketing is the ongoing explanation for why they should care.
As a discipline, content marketing (or brand journalism, executive editorial, and thought leadership) is important, because it allows companies to persuade highly-informed buyers in an increasingly noisy world. Not only is it the fastest growing marketing strategy in recent years, it’s also the most effective for supplying search demand, engaging target audiences, enabling messaging, and satisfying the buyer’s need to read and inform themselves before making a purchase.
What surprises people most that engage me? Here are the top five: Continue reading…
Content marketing has been around for centuries—ever since the first newspaper figured out they could sell ad space against stories that interested people. But it wasn’t until the last few years—even after mostly failed corporate blogging efforts—that content marketing has become a staple of modern marketing budgets in the social media age.
Consequently, commercial brands, communication departments, and Fortune 500 marketing arms are hiring former journalists, editors, and content strategists at an astonishing rate. One well-known software maker I consult for even has a bona fide news department. The place bustles like the New York Times newsroom. Their editorial content is generating executive interest and finding traction with online audiences.
That said, we’re still in the wild west of content marketing. Here are 10 ways to lay claim on the new frontier. Continue reading…
Five years ago, I “pivoted,” as they say in business. I went from writing feature stories primarily for top 20 news media to writing features stories for Fortune 500 companies as an embedded journalist and content advisor.
Landing a new client typically goes like this: They like my pitch and ask for more info. I send it to ’em. We talk. They like what they hear and think I can grow their audience with a fresh voice.
Over time, however, some of those clients let that voice rot. Continue reading…