What’s Next Now
Exclusive insights from content marketing's top minds.
The Importance of Process
As journalists, process is our stock-in-trade. Process is what drives a story from idea through publication. We have a process to find the story. We have a process to tell the story.
We have a process to check the story. We have a process to publish the story. And, when we must, we do all that in a matter of seconds.
Heather LeFevre on ‘Brain Surfing’ With Top Ad Minds
Heather LeFevre had worked in advertising for more than the prerequisite 10,000 hours, yet she still didn’t feel like an “expert.” So she embarked on a world tour (that took her to Asia, Europe and then back home to the U.S.) where she stayed with, and “brain surfed” with, some of the best minds in advertising. LeFevre wrote a book about her experiences (in her spare time).
Here she shares her views on which brands are excelling at marketing and how advertising differs in the U.S. and Europe.
Write for Your Audience, Not Your Boss
The most effective journalists write for the public (if they work for a general-interest publication) or for a specific audience (if they work for a special-interest title). The least effective journalists write for their publishers to attract advertising or become publishers someday.
Readers trust the former and will read them religiously. Readers are wary of the latter and will look elsewhere for information they can trust.
Joe Pulizzi on How Content Can Set Companies Apart
Content marketing is like a war of attrition says Joe Pulizzi, one of the leaders behind the content marketing movement and founder of The Content Marketing Institute. The author of five best-selling content marketing books believes that companies that focus on building a loyal audience first before defining a product will be rewarded in the long run.
Here, Pulizzi discusses how businesses can use content to differentiate themselves, and why smart companies will concentrate on building their own hub or platform for their content.
The Art of Making Predictions
Starting in mid-December and running through the end of January, my inbox, news feeds and social media channels are ripe with year-end reviews and year-ahead outlooks. I’m a news junky, so I read the reviews for pleasure to test my recall of all the big stories.
I’m also a healthcare business journalist, so I read all the outlooks to get a sense of what I might be writing about over the next 12 months.
Jay Baer on Why Content Amplification is Essential in a Saturated Market
Marketing and customer experience expert Jay Baer subscribes to the belief that by 2020 a company’s customer service culture, rather than its price, will differentiate it from its competitors. The New York Times best-selling author of five digital marketing books says although content creation is important, in a saturated market content amplification is even more essential.
Here he talks about why you can never give away too much information and how hugging the most vitriolic of online haters will garner you more business in the end.
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