Theresa Cramer - Inside Content Marketing: EContent Magazines Guide to Roles, Tools, and Strategies for Thriving in the Age of Brand Journalism

ECONTENT MAGAZINES GUIDE TO ROLES, TOOLS, AND STRATEGIES FOR THRIVING IN THE AGE OF BRAND JOURNALISM

THERESA CRAMER

First printing

Inside Content Marketing: EContent Magazines Guide to Roles, Tools, and Strategies for Thriving in the Age of Brand Journalism

Copyright 2016 by Theresa Cramer

All rights reserved. No part of this book may be reproduced in any form or by any electronic or mechanical means including information storage and retrieval systems without permission in writing from the publisher, except by a reviewer, who may quote brief passages in a review. Published by Information Today, Inc., 143 Old Marlton Pike, Medford, New Jersey 08055.

Publishers Note: The author and publisher have taken care in the preparation of this book but make no expressed or implied warranty of any kind and assume no responsibility for errors or omissions. No liability is assumed for incidental or consequential damages in connection with or arising out of the use of the information or programs contained or referenced herein.

Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book and Information Today, Inc. was aware of a trademark claim, the designations have been printed with initial capital letters.

Library of Congress Cataloging-in-Publication Data

Names: Cramer, Theresa, 1981- author.

Title: Inside content marketing : econtent magazines guide to roles, tools, and strategies for thriving in the age of brand journalism / Theresa Cramer.

Description: Medford, New Jersey : Information Today, Inc., 2016. | Includes index.

Identifiers: LCCN 2015051390 | ISBN 9781937290061 (paperback)

Subjects: LCSH: Internet marketing. | Online social networks. | BISAC: BUSINESS & ECONOMICS / Marketing / General. | BUSINESS & ECONOMICS / General.

Classification: LCC HF5415.1265 .C73 2016 | DDC 658.8/72dc23

LC record available at http://lccn.loc.gov/2015051390

Printed and bound in the United States of America

President and CEO: Thomas H. Hogan, Sr.

Editor-in-Chief and Publisher: John B. Bryans

Associate Editor: Patricia Robinson

Production Manager: Tiffany Chamenko

Marketing Coordinator: Rob Colding

Indexer: Kathleen Rocheleau

Composition by Amnet Systems

infotoday.com

For Nana and Papa.
Thanks for everything.

Praise for Inside Content Marketing

Where Inside Content Marketing departs from an endless sea of content marketing books and blogs is the deep analysis and insight into the content marketing/journalism connection. Debunking the notion that branded content means working for the dark side, Theresa Cramer shines light on an emerging world in which brand publishers and journalists alike collaborate to produce meaningful content that connects, both intellectually and emotionally.

Russell Sparkman, CEO, FusionSpark Media

The road to great content marketing is full of wrong turns and dead ends for both marketers and journalistswith Theresa Cramers engrossing new guide, we now have a map.

Sam Slaughter, VP Content, Contently

Content marketing might seem like solely the domain of the marketing department. But the smartest companies know that its actually a collaborative effort. Theresa Cramer tells you whyand she lays out the prescription for how to vastly increase the success of your own program.

Ann Handley, Chief Content Officer, MarketingProfs

In the land of the blind, the one-eyed man is King. Theresa Cramer is the one-eyed Queen in the land of the content marketing blindwhich is all of the rest of us.

Tim Bourgeois, Founder, ChiefDigitalOfficer.net

There are many ways to generate attention for your product, service, personal brand, or cause. Nearly all require spending boatloads of money on agencies and advertising. Theresa Cramer shows you how content marketing has evolved into the best way to get your ideas out there to grow your business. And its all free!

David Meerman Scott, The New Rules of Marketing and PR

Contents

The idea of thanking all of the people who helped contribute to Inside Content Marketing is overwhelming. First, I must express profound gratitude for my family; especially my parents, Tammy and Dave, who will surely be telling everyone they know about this book, but also my brother and extended family of aunts, uncles, cousins, and grandparents. They keep me grounded and provide the kind of support we all need to succeed.

I also have to thank Michelle Manafy. She hired me as an assistant editor at EContent so many years ago and helped get me started on the path that led me here. And more often than not, she provided a sounding board to help me talk through my ideas. She also offered me valuable feedback on this book, as did Allison Foster. Thanks also goes to Brian Chevalier, whose belief that with a lot of effortand caffeinewe can all accomplish anything we can imagine gave me the push I needed to write the book.

I would be remiss not to mention Ruby, my cat, whose bout with gallstones and the associated veterinary bills forced me to stop procrastinating, and ultimately led to me finally pitching a book idea that Id been tossing around for months.

And that brings me to my editor, John B. Bryans, who believed in this project from the first email I sent to test the waters. Without him and the rest of the Information Today, Inc. crew, Inside Content Marketing would not have happened.

And of course there are the many people who consented to be interviewed and lend their ideas and knowledge to the book. Their expertise is what will make it a success.

One day I found myself sitting at my desk weeping at a video that popped up in my Facebook feed. This happens fairly frequently, so that wasnt what surprised me. It was a short film on Vimeo made by a photographer from the point of view of his dying dog. Denali was a beautiful ode to the bond between a man and his best friend, both of whom had lived pretty amazing lives. Beautiful footage from one last day at the beach interspersed with photographs from their 14 years together showed one adventure after anotherincluding the filmmakers bout with colon cancer and the dogs determination to stay by his side.

The two friends surfed, rock climbed, and hiked all over the country togethereven after the battle with cancer. As sad as it was, the movie was also funny, but it was the credits that really surprised me. This wonderful little filmwhich had me hugging my dog so close she probably thought Id lost my mindhad been Made Possible by Patagonia. There were also a handful of other, smaller sponsors in there.

I thought back for a minute to one picture that had caught my attention. It was of Denali curled up at camp with a Patagonia jacket draped over him to keep him warm. In that moment Id thought, If Patagonia didnt sponsor this, they really missed the boat. Other than the occasional (completely organic and authentic) appearance of a sponsors product, there were no brand mentions. Nonetheless, I resolved that my next winter coat will be from Patagonia.

I watched over the next few days and weeks as my friends shared the video on social media. I clicked on it each time and was moved to tears all over again. Why isnt all content marketing this good? Why arent we all weeping, or laughing hysterically, or emphatically shaking our heads in agreement with every piece of content marketing that crosses our path? Why isnt every brand so in tune with its audience that all of its content elicits as strong a response as