From the Fields
"The value in cheap stories, written fast, is dropping," says Max Willens over at Digiday. What might this mean for those of us in journalism and content marketing? Of course it means quality content matters more than ever. But, as you'll read here, it also means our audience is perhaps smaller than we think it is.
The Lesson: Don't just find a niche. Find a niche within the niche. Then create content so great that you become that micro-niche's go-to source.
This interview recap piece from Kelly Liyakasa, Senior Editor at AdExchanger, offers a few fantastic insights around how to think like a modern publisher. Here's one from Kopit Levien that stood out to me:
"Making great content is hard, expensive and it requires experts in storytelling and finding formats that make people give a damn about the topics."
Chris Wolski, Product Marketing Manager at Klipfolio, gives an honest and informative glimpse into what his incredibly successful team learned about where they were failing in their content marketing efforts. If you seriously care about the long-term impact of your content, this one could change the game for you.
The opening line: "If you don’t use APIs in 2017, your media business will die."
To which I'll add: If you don't see yourself as a media company, your company will die.
This quiet piece from Oon Yeoh (an interview with Zan Azlee) didn't gain a ton of traction, but it's a shining star for us here at Content Land. We can have all the "knowledge" about the intersection of journalism and content marketing, but it will always be stories—real stories like this—that help us all pursue our own unique fusions.
Lexie Lu wrote a guest post for Issue 10, and her article went on to be featured in Mattermark Daily—a newsletter delivered to 80,000+ subscribers. Contact me here if you're interested in writing an article for Issue 20. Please pitch me an article idea that you think our Content Land audience would love, and send along any relevant links to your previous work. I'll respond if it seems like a fit.