Top Innovators in Business Publishing 2011
Media Business, 4/29/11
Ulla McGee isn’t a production executive in the traditional sense. She doesn’t negotiate contracts with printers or go on press checks.
As VP-mobile products at International Data Group’s PCWorld|Macworld unit, McGee works on production’s new frontier: helping the unit and IDG as a whole create content and apps for the mobile Web.
The job is a relatively new one. Up until last year, McGee’s title was VP-business development, but it became apparent several months ago that mobile was occupying an increasing amount of her time. “I have really moved into a focus entirely on mobile products and mobile product development,” she said.
Because of its coverage of Apple Inc. and its audience of Apple fans, Macworld and Macworld. com have been at the epicenter of the seismic shift Apple has caused with its introduction of the iPhone and iPad. McGee was involved in Macworld’s first steps toward optimizing its website for the mobile Web as use skyrocketed after the debut of the iPhone. Earlier this year, McGee helped introduce the Macworld Daily Reader, its first native iPad app.
Creating original content for an email newsletter can make the average marketer feel a bit like Sisyphus, the Greek king who was forced to spend eternity pushing a boulder up a very steep mountain. Those marketers that need to take a break from content creation—even for a single week—can look to previously published content as a source of respite as long as they repurpose with a few best practices in mind, said Dan Forootan, CEO of email marketing provider StreamSend. “There’s no shame in reusing content, especially if you’re in a situation where your newsletter is generally known for fresh content,” he said. Forootan provided the following tips:
Use analytics to direct content replay. Many newsletters are jampacked with links and stories, many of which never get clicked on or read, Forootan said. “The ones at the top are the ones that get the most play,” he said. Evaluating email and website analytics will help marketers identify good content that readers may have missed because of its position within a template. It can also help them find stories for a “best of” newsletter—articles that were so popular they’re worth repeating. In some cases, marketers may want to create a regular section of their email newsletters dedicated to the most popular content, especially if they’re adding new subscribers on a regular basis.
But content creation can be time- and labor-intensive
Creating, finding and sharing compelling content can prove to consumers that a company knows its territory, is a thought leader in its industry and wants to help customers keep up-to-date on important developments. Marketers are placing an ever-greater emphasis on content marketing’s ability to add value for targets and prospects.
According to February 2011 research from content curation firm HiveFire, nearly half of US marketing professionals surveyed are now curating content as part of their strategy, and another 42% are familiar with the practice but not participating. Even among that group, 85% had done at least some content curation, for example by sending an article or other content to a prospect, but were not aware of it.
The main objectives of content curation, according to the survey, were establishing thought leadership and improving brand buzz.