The Evolution of a Content Entrepreneur

Lee Horwich of USA Today was the first to say it, during a recent media panel at the City Club of Cleveland.

When Cleveland hosts the Republican National Convention next July, his colleagues will want access to video, audio and social media to report the news.

His point? Don’t think of USA Today, or other major media such as The New York Times and The Wall Street Journal, as purely “print” media.  

One-dimensional content creation no longer exists at national newspapers.

Thirty years ago, when I became a journalist for a one-dimensional newspaper, we received one-dimensional pitches from public relations professionals. These people would call and write journalists, suggesting stories – in print, or course – about a product, executive, politician or governmental…

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Last call for Sarkisian – but will USC pick up the tab?

Steve Sarkisian, the recently fired University of Southern California head football coach, has a drinking problem. Apparently he’s had one for years. After he allegedly showed up bombed for a morning practice on October 11 and was sent home by his assistant coaches, USC athletic director Pat Haden decided it was time for an “indefinite leave of absence” so Sarkisian could deal with his “health issues.”

A day later, Haden changed his mind and fired Sarkisian after reports emerged he was also drinking before a USC-Arizona State football game and numerous media reported prior incidents of out-of-control drinking while he was coaching at the University of Washington. Haden said following the firing that USC was aware of at least one recent incident bad enough to earn…

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Big brands can’t teach you anything

We live in a celebrity culture. We like to hear about entertainers, athletes and other stars.

It’s the same for us in business. We like to read about big brands and the biggest names.

But I get the feeling that when companies that don’t appear on Fortune 100 lists hear the biggest brands in the world talk about how they embrace content marketing and brand journalism, smaller companies conclude that only those big brands can afford this approach.

We need to put celebrity aside. We need to keep the stars out of our eyes, because the truth is that big brands can’t teach us anything. It isn’t just that big brands have budgets that rival the gross domestic product of many nations and you don’t. You live in a much different world than they do. But stop thinking you…

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Why non-millennials, and your brand, should start using Snapchat

Why Snapchat is for everyone

A colleague of mine recently shared the tweet below as a humorous example of public figures and brands joining Snapchat and recognizing its importance in reaching younger generations. As evidenced by Bernie Sanders’ tweet announcing his new Snapchat account, while public figures and brands realize the importance of this social channel, they aren’t always sure how to use it to their advantage. With over 100 million daily active snapchatters and 5 billion video views every day, however, Snapchat can’t be ignored. It is considered to be the best way to reach 13 to 34 year olds, with 86 percent of users under the age of 34. Stats like those should be enough for everyone to take notice.

While the app is wildly popular among millennials,…

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Using Analytics to Measure Your CEO’s Influence – Part Two

When you think about your how company’s brand is perceived in the public eye, you must also consider who represents your brand, and how effectively. That’s why we recommend conducting an executive positioning audit, which uses analytics to measure how your CEO, or other executives or subject matter experts, are positioned in the marketplace.

In a previous post, we looked at how to measure your CEO’s influence and positioning by quantitatively and qualitatively analyzing media coverage. But that’s only part of the picture. Analytics can also help you evaluate your CEO’s social media presence and other personal branding activities.

Social media presence 

Whether your CEO is active on social media or not, there are ways to measure and evaluate how these important…

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