SlideShare a Scribd company logo
7 Journalism Tricks for
Producing Marketing
Content That Generates
More Leads + Sales
How I got here...
In 2014, the Newspaper Association of America (NAA)
stopped releasing industry-wide revenue data.
“
Good content matters.
There are no new ideas1
● Steal from everyone
● Inspiration is everywhere
● Practice conscious creativity
● Your story is unique
● Build on your background
● Add insight and innovation
● Steal from everyone
● Inspiration is everywhere
● Practice conscious creativity
Look for the story.2
● Who cares?
● So what?
● Big deal.
● Who cares?
● So what?
● Big deal.
● Make your customer the hero
● Our brain is wired for stories
● Business is about people
Understand your audience.3
● No readers, no revenue
● Craved audience feedback
● No readers, no revenue
● Craved audience feedback
● Buyer personas
● Formalize ongoing dialogue
● Talk to your customers
Get out of the office.4
● Be curious
● Talk to people
● Smell the coffee
● Be curious
● Talk to people
● Smell the coffee
● Go on a sales call
● Visit a customer
● Mystery shop
Don’t think, just write.5
● Get to the point
● No time for poetry
● Kill your darlings
● Get to the point
● No time for poetry
● Kill your darlings
● Barf up a first draft
● Write a letter
● Talk to Norm
Crowdsource your content.6
● Letters to the editor
● Contests
● The magic of press
● Letters to the editor
● Contests
● The magic of press
● Recruit your subject matter experts
● Get customers to tell your story
● Create a culture of teaching
Fall in love with deadlines.7
● Forward momentum
● Good versus perfect
● No product, no profit
● Make promises, keep promises
● Public accountability
● Forces consistency
● Forward momentum
● Good versus perfect
● No product, no profit
Questions
?

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