Nearly five years ago I penned a blog post entitled An Open Letter to the Unemployed Journalist in which I contended the shift in influence from traditional sources of credibility to search and social networks would result in a forced exodus from news reporting.
“What is important now is that you recognize the elimination of your job is most likely permanent. It’s comparable to those industrial laborers whose positions were swept away by globalization and automation.”
A myriad of talented and highly skilled journalists did indeed make the transition from newsrooms and broadcast studios to corporate environments where they have been professionally reborn as content marketers. One such writer extraordinaire is Sean Callahan, former editor of BtoB Magazine.
Now marketing director at Bizo and editor of the company’s popular Digital Marketing Remix blog site, Sean offers a valuable perspective on how to craft content that engages, educates and (when appropriate) entertains.
Yesterday, I hosted Sean for an exclusive online Q&A to discuss the content marketing landscape. I asked him a couple of timely and relevant questions, including:
1. Recent surveys from groups like the Business Marketing Association indicate marketers plan to invest significant dollars in 2014 in content creation. Yet, there is confusion about applications such as content marketing, native advertising and brand journalism. Can you help our audience understand what each is?
2. Research firms like CEB have found that B2B buyers are now nearly 60 percent of the way through the decision-making process before they engage with a vendor on their solutions. Most marketers agree content is essential to reach these enlightened buyers. So, there’s a lot of stuff out there, yet companies struggle with how to publish effective content. Do you have any advice?
3. OK, let’s say your company is now publishing insightful, thought leadership content and the challenge becomes how to put it in the hand of the right audience – customers, prospects, partners and influencers. Talk to us about content distribution based on your experience as a journalist and now at Bizo.
4. What are a few things that companies should absolutely avoid doing when it comes to their content marketing strategy and content creation?
To hear Sean’s thoughts on each of these questions and for valuable insight to enhance the success of your content marketing programs, you can listen to a replay of our online chat and review the accompanying presentation in the resource center of Modern Marketing Today.