Increasingly journalists work for one side of the industry or the other, sometimes even both. Journalism and content marketing are bound to share the same future and the same resources and thus the profits needed to sustain themselves. That’s why we think the time has come to think about what content marketers and journalists can learn from each other.
Leadership skills like courage, empathy and attitude are required, while new dynamic players need to be integrated both internally and externally and receive necessary support throughout. Even more important is the collaboration with the current team. This is where the potential is sleeping. To awake it, you might need to use some gimmicks. It remains a challenge to overcome core-beliefs like “we have always done it that way” or “I have been here way longer”. But it is worth investing and persevering. There is nothing more exciting than if a publisher is successfully being able to translate its DNA into the digital age, for both you and your clients.
They are not the ones stealing jobs from the editorial and printing faculties. The disruption of your jobs happens independent from them on a global level. But they are the ones with whom you can collaborate to create your company’s future. And they need you exactly like you need them, regardless of whether they are working for a different profit centre or not: you can only build sustainable success together.
This rings true especially in the digital age, when some tend to believe that they are the ‘David Copperfield of creating content’ solely due to having an iPhone. Journalism can differentiate and deliver true content manufacturing. Combined with marketing and distribution strategy, journalism competencies can create liquid gold touching the hearts and delivering real value to customers.
Ideas for a product placement, guerrilla or other creative positioning can be nice, but should not be the editorial DNA, regardless as to what a potential client is keen on. What changes are the circumstances: You will get a strategic partner, who is building an architecture for your common future home. And to build a sustainable ‘home’, architects, construction engineers, bricklayers and other craftsman all must collaborate, especially if they want to build a modern, dynamic architecture.
In this case, the clients are on the C-level. Content marketing works best, when the customer’s challenges are really understood. When the content truly builds on these challenges and provides value. All ways of engaging and trying to convince customers like "I am the greatest" or "Believe me, I am the greatest" lack relevance.
***Get stories such as this in your inbox with our weekly FIPP World newsletter. Subscribe to FIPP World here. And join us at the 41st FIPP World Congress, 9-11 October in London, to hear from 75+ leading international speakers dissecting challenges and opportunities in building future media***
Content marketing means business and this business is based on analytics, numbers and data. Contents written for brands are bound to be analysed, atomised and amplified to make the brands successful, to sell products and to deliver results. Journalists, too, can benefit from this perspective. Data = business.
No content marketer that we know of would approve content written without a purpose or a goal. There is no such thing as intuitive content marketing. Why should publishers spend money on content that serves no goal or has no purpose? Start earning results by identifying those contents that deliver conversions, sales or impressions – they will drive your media business just as do at content marketing campaigns.
Any typical content marketing agency tries to leverage the content resources available by letting the staff write about a large number of topics and themes. While these marketers write content for one brands they already work on analysis and reports for another brand or prepare a pitch for yet another assignment. Such teams are flexible, modular and scalable. This is a great learning curve for large and small publishers alike. The formula of success: flexible teams + modular content = publishing success based on content marketing methods.
For marketers and communicators persona creation is the core essence of campaign planning workflows. No persona, no campaign. The best contents are those written for only one persona aka one specified target audience. The audience needs define the contents and products delivered by the agency. Publishers can make use of this principle by, first, creating personas for their brands and, second, identifiying those contents that deliver on what the audience wants.
One long story to savvy content marketers is a smarty collection of atomised information. Such minimum information units (miu) can be distributed, amplified and segmented multiple times. Instead of having one content to employ suddenly publishers who understand the miu strategy have 5- to 10-times more content to spread key messages and attract audiences.
Johannes Ceh is a trained journalist and content strategist who has worked with leading brands such as Sport1, Springer & Jacoby, BMW, Mercedes, Ogilvy and Havas. He is a consultant with a focus on the intersection of customer experience, digital culture and organisational development.
Dominik Grau is the chief innovation officer of 200-year-old Ebner Media Group. He has worked in publishing and media businesses in the U.S. and Europe for 15+ years as an editor, editor-in-chief, director and managing director. During his career he has won more than a dozen global awards and nominations for digital transformation. Dominik is a keynote speaker and fipp.com contributor.
More like this
“It’s finally time to end the Facebook addiction” shouts the headline to an Innovation in Magazine Media 2018-19 World Report chapter.28th Mar 2018 Opinion
Publishers need to think again about why people spend time with their content. Is it getting attention because it deserves it, or just a lucky spin of the social media slot machine?12th Mar 2018 Opinion
When I look at the state of mainstream media, I can’t help but ask the question. Why are so many news publishers pivoting back to paywalls when they didn’t work for most of them before?12th Mar 2018 Opinion
Good reporting is the life blood of any effective organisation. Clean data, clear reporting insight and right strategy are points on a continuum to maximum revenue. But today reporting has evolved to a swamp of endless possibilities, and not exactly a clear one. Add the fact that everyone uses different metrics and the frustration is complete.2nd Mar 2018 Opinion
Global president of Hearst Digital Media, Troy Young, opened the Digital Innovators Summit (DIS) in Berlin recently, in a presentation that looked at the future of lifestyle brands and the Amazonification of media. We caught up with Troy at the show to get some key insights from inside the global media brand.9th Apr 2018 Features
With both the dream of monetising reach and the digital advertising model going up in smoke for publishers, several speakers at this year’s Digital Innovators’ Summit in Berlin turned their focus to alternative revenue streams. Apart from subscription models, ecommerce received special attention.16th Apr 2018 Features
Innovation takes many forms. ForThe Netherlands's Libelle, innovation saved the 84-year-old brand as it encountered declining newsstand sales and subscriptions. For eleven of CNI's Vogues, innovative approaches to Instagram increased engagement and followers. For ALT.dk in Denmark, innovation meant turning Egmont Publishing's eight women's magazines into a one-stop digital destination for women. And, at Immediate Media's Olive magazine, innovation helped transform the small but mighty 15-year-old publication into a multi-platform brand. Each of these magazine media outlined their innovative approaches at the Digital Innovator’s Summit in Berlin.11th Apr 2018 Features
Robb Report launched a new brand for women that carves out a niche in the luxury women’s sector. The media brand, called Muse, will be printed bi-annually and live online at MusebyRobbReport.com.16th Apr 2018 Features
In a world where politicians are trying to regulate an environment they don’t understand, current European Union eprivacy regulations will not only deprive publishers of income but deteriorate the user experience for internet users, warned Oliver von Wersch, founder and CEO of Vonwerschpartner Digital Strategies in Germany during the recent Digital Innovators’ Summit in Berlin.13th Apr 2018 Features
Visit our Youtube channelFIND OUT MORE
FIPP newsletters allow you to keep up with industry trends, research, training and events across the worldFIND OUT MORE
Get global coverage of your launches, company news and innovationsFIND OUT MORE
What’s happening now, what’s coming next