Content marketing is generally practiced by brands that already have firm identities, but their use of content marketing has its own cognitive dissonance. Is it doing good or doing evil? Do its creators know? Its inherent struggle is based on monetization, in more ways than one.
Kim Castro will lead editorial strategy for U.S. News & World Report and prioritize new growth opportunities, including search optimization and data-driven product development. In this interview, she shares her content goals and how she sees the brand evolving under her leadership.
From NowThis news videos to Thrillist travel lists, content from Group Nine Media brands reaches more than 80% of Americans in their 20s. In a move to match its audience’s content consumption habits, the mobile-first publisher has partnered with broadcast company iHeartMedia to co-produce a new slate of podcasts.
Consumers are rapidly embracing voice technology, leading publishers in search of tools that can efficiently produce audio versions of content. Responding to demand, BlueToad partnered with Amazon to launch Amazon Polly's new NTTS Newscaster voice. BlueToad CEO Paul DeHart discusses the launch and the future of audio in this interview.
To be a successful leader in magazine media you must slow down and take stock of what others in the industry are doing – and how you can manage change in your own organization. Each summer, the Yale Publishing Course invites publishing leaders to step into a classroom setting and spend a week doing just that. Here are a few key takeaways from this year's course.
Since the dawn of reporting, one question has been elevated above all others: Does this serve the public interest? In today's increasingly polarized news environment, advertisers are dictating the kinds of content they will and won’t associate their brand with. Increasingly, and unfortunately, the content they seek to distance themselves from is the very kind that serves the public interest most.
Media organizations are increasingly using analytics to drive editorial strategy, and most acknowledge the need for cross-departmental access to content performance and audience data. But having access to data is not enough. A tool is only as good as its user, so knowing how to interpret the data and act on it remains the crucial…
Millennials are forcing marketers to rethink the way they promote products and services. Content marketing speaks to them the best.
Before you can monetize an audience, you need to learn what motivates the people in it. The same holds true for retaining talent in a competitive industry like publishing – leaders must listen to employees and create environments where they feel comfortable bringing forth ideas, says Molly Miller, chief content officer at ALM. This approach to both audience and employee engagement led the B2B publisher to launch the ALM Young Professionals Network last month.
Research can be murky, but publishers enter the arena from a position of strength. They already own key connection points with the audience that can be used to engage in a reportable, statistically significant conversation. Here's a three-step process publishers should follow to create a market research offering.