Archive for the ‘Journalism’ Category

What Niche Publishers Know That Mass Media Overlooks

Tuesday, April 28th, 2020

While publishers continue to battle for audience, relevance, and engagement, some niche publishers are quietly making an impact—and money—from narrowcasting. Consider, for example, the following:

Emu Today & Tomorrow, a magazine for emu farmers

Twins, a magazine for parents of multiples, which launched in 1984

Spudman, a publication for potato farmers

The Chimney Sweep News, serving a decidedly niche market of chimney sweepers as the name suggests

These and other publications are finding success by casting a narrow net to appeal to smaller, more exclusive market segments. Publishers can draw inspiration and insight from the retail sector.

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Sometimes I Just Can’t Be a Ghost…

Thursday, March 12th, 2020

by Linda Pophal

Having worked for organizations and their senior leaders and spokespeople for a number of years as director of corporate communications and marketing in various fields I’ve long been familiar—and quite comfortable—with the concept of ghostwriting. Ghostwriters write content for others. That content might be in the form of a speech, a presentation, an email, an article, a letter to the editor, a book-length manuscript, or a wide range of other applications. (more…)

Be Careful Out There! From Fake News to Fake Newsmakers—How to Best Protect Your Brand

Thursday, May 11th, 2017

content marketing, content management, newsjacking, social media, digital marketing, SEO, online marketingIn 2006, Sacha Baron Cohen’s Borat character burst onto the big screen and became a huge success in the United States. Borat – a scruffy, socially awkward “journalist,” ostensibly from the Central Asian nation of Kazakhstan – took a cross-country trip through the United States, mostly in the South, and interacted with and interviewed numerous unwitting participants who became fodder for Baron Cohen’s movie.

While Borat had been a staple of Baron Cohen’s Da Ali G show for years, the 2006 film marked the first time many Americans had been exposed to the character. From college students and driving instructors to rodeos and local news stations, many Americans were fooled into believing they were being interviewed for a cultural program for consumption in Kazakhstan, something that would not be seen in the United States.

Hilarity, embarrassment and lawsuits followed. (more…)

Our Go-To Publications For Great Marketing Insights

Tuesday, September 13th, 2016

content marketing, content management, newsjacking, social media, digital marketing, SEO, online marketingStaying informed is key for any business or profession, and marketing is no different. As marketing consultants, we use a variety of sources of information to stay on top of current trends. Magazines (online and in print) offer both a reader-friendly format and insights on trending topics within the industry. Below are some sources we’ve found particularly worthwhile. (more…)

Content Marketers: What You Need to Know About Newsjacking

Tuesday, August 23rd, 2016

content marketing, content management, newsjacking, social media, digital marketing, SEO, online marketingDavid Meerman Scott, a well-known marketing strategist, coined the term “newsjacking,” which he describes as “the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business.” He’s even written an ebook on the topic: Newsjacking: How to Inject Your Ideas Into a Breaking News Story and Generate Tons of Media Coverage.

The concept makes sense, and we all know that a great way to gain relevance online is by leveraging hot topics and news items that are beginning to trend-but it’s a competitive, and fast-moving, field. How do content marketers stay on top of the relevant trends and news in their industries to ensure they’re curating and communicating fresh, engaging content? (more…)

5 Top Tips to Get the Media Coverage You’re Looking For

Tuesday, February 23rd, 2016

There are a lot of people, and businesses, out there hoping to get “free” media exposure. Many struggle, though, to attract attention from the reporters, editors and producers that serve as intermediaries between them and the audiences they hope to reach through PR/media relations. We frequently hear people say things like: “I can’t understand why the media won’t run a story on my…” Well, there may be a number of reasons. (more…)

Thanks Google! Content Really is King Once Again.

Wednesday, August 12th, 2015

 

The world suddenly seems to have a voracious appetite for content as online marketers compete with each other in an attempt to capture the eyeballs and eardrums of current and potential customers. Not just any content, but high-quality, unique and relevant content.

It wasn’t always this way. The bottom kind of fell out of the writing industry back in 2008 as the recession hit full force. Media outlets were laying people off in droves, or closing entirely, and the demand for freelancers was rapidly diminishing. I know because I had been a freelancer for a number of years. Even while employed full-time, I made a very nice “extra income” from writing for a variety of trade and professional publications.

It was this extra income that I felt would help provide me with a cushion when I launched Strategic Communications in 2008. But I was wrong.

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5 Reasons Your Pitch Isn’t Getting Picked Up by the Media and What to Do About It

Tuesday, July 14th, 2015

by Linda Pophal

 

At least once a week – maybe more often – a colleague, prospect or client will say to me: “I can’t understand why the media won’t run a story on my…” Well, there may be a number of reasons. Here are 5: (more…)

Media Interview Tips: How to Get the Coverage You’re Hoping For!

Thursday, June 5th, 2014

After all of your hard work to interest an appropriate media channel (one that reaches your desired target audience) in a story about you or your business pays off, the work is just beginning! It may be hard to believe, but getting the interview is often the easy part — doing a good job during your interactions with the reporter is the really tough part. It’s what determines whether or not your name and information will ever see the light of day.

When we conduct media training, here are the general tips we share: (more…)

Contributing Content: Big Opportunities in Content Marketing!

Friday, March 14th, 2014

There are big opportunities these days in content marketing. All kinds of organizations, from traditional publishers and media outlets to businesses hoping to gain online traction through organic search are looking for quality content. That means big opportunities for content creators of all kinds. It also means big opportunities for businesses and individuals hoping to get media coverage for themselves and their products and services.

Why?  (more…)