Category Archives: content marketing

In a disrupted industry, how can you future-proof your career?

Here’s the plain truth: If you’re an early- or mid-career employee of a company that still depends heavily on print revenues, you need a plan.

Jobs have been disappearing from these media companies at an alarming rate for more than a decade.

Print-based newspaper and magazine companies are fighting hard to replace declining print revenues with digital revenues and other business models. But very few — if any — are winning. The jobs keep going away. Read the rest of this entry

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Lead generation: Reframing the future of advertising

In the last several weeks, my whole concept of advertising and marketing has been reframed, and I’m still sorting out what it means. But I know this: It has given me a clearer understanding of the path local media companies must take in sales.

799px-Rosetta_Stone_BW

The Rosetta Stone was the key in unlocking several ancient languages

Now I’m going to try to work the same kind of reframing on you.

Reframing is what happens when some new fact, or a new interpretation of old facts, reveals a subject in a very different light. It’s often a breakthrough that clarifies your priorities and shows you new ways to overcome your challenges.

And in advertising and marketing, we have more than our share of challenges. Print and broadcast media have been struggling for years to assimilate a bewildering array of new tactics.

The list includes buzz terms like SEM, SEO, targeting, retargeting, social media, video, reputation management, email, native advertising, content marketing, Big Data, programmatic advertising and more. And new ones show up all the time.

Read the rest of this entry

How legacy media reps can — and must — sell more digital

How can we sell more digital? In traditional media, that question has been pounding us for years.

It’s in our heads, in our meetings, in our training, in our budgeting. Few of us are growing our digital revenues at rates anywhere near the growth rate of digital spending.

And one of the toughest challenges has been getting our core sales reps to present digital advertising and marketing solutions effectively to their existing customers.

Read the rest of this entry

Visualize your new local marketing agency

When your comfortable, well-established business model is being disrupted, one of the toughest challenges is looking beyond your old business model to visualize what you must become.

In past posts on this blog, one by one, I’ve pointed out a host of new opportunities that are emerging in local media markets. In this post, I’m going to roll them up into a single new business entity we can visualize and work to develop. Read the rest of this entry

Content marketing: Time to jump on the opportunity

Incredibly beautiful spiral galaxy somewhere in deep spaceInfinite bandwidth.

For those of us in traditional media, it’s the source of our problems, and it’s also the uncharted space of our new opportunities.

With bandwidth rising toward infinity and costs falling to near zero, it’s enabling all sorts of new content models to eat our lunch. “Free” digital bandwidth has enabled all of our disrupters, from early ones like Craigslist and Facebook and to newer ones like BuzzFeed, Instagram and SnapChat. And more will keep coming. Read the rest of this entry