Global Strategic Communications Executive | Storycrafter & Brand Builder | Increased Media Coverage 90% In One Year | Oversaw 75% Increase in New Employee Satisfaction | People-First Leader
The following post from Joe Zappa is indicative of a major problem in a lot of industries--not just adtech. When "editorial" content is focused on "product" marketing, there is an immediate disconnect between the job and the company--and sets both up for potential failure. --Principles of editorial content are based on a two-way street of opinions ( i.e., an article presenting the opinion of the publisher, writer, or editor) and allowing users/readers to share opinions. --Principles of product marketing are based on sales (i.e., touting benefits of a product); it is a one-way street that doesn't always allow for feedback sharing. Users/Readers don't want to see rehashed sales content, do they? Joe is right--perhaps the time is right to flip the switch. #contentmarketingstrategy #productmarketing #adtech
The Trade Desk, a public ad tech company, is hiring an "editorial director" with a base salary of $215-395k. The job description doesn't mention "thought leadership." It focuses on "product marketing." A lot of companies, in adtech or otherwise, have products their existing customers love but that few of their potential customers (let alone investors, talent, etc.) have heard of. In the beginning, companies tend to grow with founder-led sales and then events and direct outreach. But ultimately, content becomes critical to bridging that gap between your own network and the industry at large. TTD is investing several millions of dollars per year, at least, into bridging that gap. If you're leading or marketing a company stuck at, say, mid-seven figures or low eight figures in revenue, you're not going to spend $1-5M on content next year. But in my experience, many of those companies are spending $0 — certainly less than six figures — on content. It might be time to start bridging that gap.
Co-founder @10XAppointments and @LinkedSystems
11moIndeed.🙌 He is absolutely right Michael Shmarak.