From the Fields
"Content marketing is projected to turn into a $300 billion industry by 2019," says Rina Caballar of Search Engine Journal. Beyond that, this piece features an infographic (based on a survey of over 300 people) that I actually found interesting.
"One of the only glimmers of hope in an otherwise dismal year," writes Gabriel Snyder, a former top editor at The New Republic, The Atlantic Wire, Newsweek, and Gawker, "has been the surge of new subscriptions."
Snyder is right. Email subscriptions, especially during the final weeks of the US election, reached new highs. But, I'd argue, this wasn't because readers gained some newfound sense in giving up their email, or because the political scene was so intense that they wanted to make sure they didn't miss anything. It's because the companies that value journalism finally used the tools of content marketing to their advantage.
Burgeoning media companies are growing, in part, by providing an alternative angle into the trending stories covered by mainstream media. But where does this leave local news? NPR One is up to something interesting, and this piece made me realize the following: For those in journalism and content marketing (especially those working for a brick-and-mortar business wanting local customers), local could be the beat/niche that sets your content apart.
"Journalists regularly branch out into other careers, equipped with skills prized in other industries," the article opens. And then it gets into how Emily Corke, a former journalist for Eyewitness News, is now working at a digital marketing agency. Corke offers some good insights on what this transition has looked like for her.
David Skok, associate editor and head of digital editorial strategy at The Toronto Star, shows how machine learning and "anticipatory analytics" are going to change the game for modern content creators. What he's exploring here could very likely, by 2020, be the norm in digital content strategy.
When Suzanne Barnecut of Zendesk reached out to me to discuss how empathy relates to both journalism and content marketing, I couldn't wait to chat with her. Here's the result of that interview.
The Boston Globe is doing it right. They've carved out a content niche through Stat, their health and medicine site, and have become the absolute premier source in it. From there, they created a dynamic new content model like this one. Check it out. It may spark an idea for what you and your team can work toward achieving in 2017.