content marketing, digital marketing, inbound marketing, brand puboishing

What do Newsrooms and Journalists do That Online Marketing Needs to Learn?

This is the 2nd article in a 2 part series.

Part 1: What Can Online Marketing Learn From Newsrooms and Journalists?

As you can probably guess from the title of this post, the answer is

Online Marketing Has A Lot to Learn From Journalism

Let’s first start with the observation that most online marketing deserves to be ignored. Why?

Because: 1) It doesn’t add anything to the conversation , and 2) It’s boring.

Most ads talk at you, which worked well before we had to start tuning them out (interrupt overload).

Marketing is no Longer Campaigns

  1. Campaigns are short term. Online marketing is long term. It’s communications more than advertising. And it looks A LOT like journalism.
  2. By publishing useful content, you attract your audience and build brand awareness.
  3. Before you sell to your audience you must HAVE an audience.

Like the startup entrepreneur I mentioned at the beginning of the prior post, many people have yet to make this mental shift.

Campaigns are old school. Publishing is new school.

Marketing is Publishing

You gather your audience by publishing content that is both interesting and useful.

Newsrooms and journalists know this.

However in the case of search marketing, it doesn’t need to be fancy.

You’ll hear many opinions about what makes for “quality” content. You’ll hear it has to be a certain length, it has to be formatted a certain way, etc, etc, etc.

In that entire discussion there is only one opinion that matters. The one told to us by Google.

Want to know what they say?

A rating of Useful is assigned to pages that are very helpful for most users.

Google’s Search Quality Rating Guidelines, Version 1.0, Section 4.2, Page 13

Useful is their highest practical rating (Vital is their only higher rating and believe me none of our pages are Vital).

So Publish Stuff People Find Useful

Answer questions. Provide “How to” instructions. Provide various tools: mortgage calculators, dog training log books (assuming there are such things), recipes, etc.

And Think Like a Journalist

Create deadlines. Publish often. Always been thinking about and looking for story ideas. Cross promote your best stuff with others.

Journalists understand publishing. For successful online marketing, you will too.

Tell a Good Story

But first of course you need to figure out what your story is, but once you do, use it often in your writing.

To Learn More…

Download the eBook: The 7 Fundamentals of Being Found Online


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