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I’m convinced there are two types of creators in this world: genius ones and everybody else. By my estimation, 99% of us fall into the latter category, myself very much included. As such, we must play by different rules. Continue reading…
The following was updated and adopted from a recent hired-speech I gave to a group of 50 CEOs and partners 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 and dozens of Fortune 100 companies as a seasoned writer-for-hire, content marketer, and best-selling author. From those experiences, 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, branded journalism, thought leadership, and executive editorial is important, because it allows companies to persuade highly-informed buyers in an increasingly noisy world. Not only is it the fastest growing marketing budget, it’s also the most effective for satisfying search demand, engaging audiences, and satiating a 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…
I recently read a thought-provoking essay by James Pogue on the rise of long-form articles that are later optioned into feature films and narrative-driven books, sometimes to the tune of several million dollars, as was the case with Argo, a movie that was based on a previously published Wired article.
As Pogue seemingly sees it, this new economy of article-to-film adaptations turns previously idyllic literature into modern day “trash,” which is as harsh as it is inaccurate. For example, Say Nothing, a book written by the New Yorker’s Patrick Keefe and based on his previously published articles, is hardly trash for soon becoming a TV series. In fact, the book is phenomenal and proof that great authors and their stories deserve to be told across as many mediums and adaptations as possible, in an effort to reach as many people as possible—even ones that don’t like to read books or long-form articles.
On the whole, it seems like Pogue is just bemoaning change. Continue reading…
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Excluding my non-bylined commercial work, these are the best things I’ve published recently for mainstream media:
Thanks for reading and sharing the above with anyone that might appreciate it.
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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…
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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…
Words to sell by.
