I had the opportunity to interview marketing experts who are speaking at SMX West as part of SEJ’s partnership with Third Door Media. Be sure to attend Brian’s session on Tuesday, March 11 (and visit SEJ’s booth in the exhibit hall!)
Bio: Brian Clark is a serial entrepreneur based in Boulder, Colorado. He’s the founder and CEO of Copyblogger Media, and the host of New Rainmaker, debuting in January of 2014. Brian built three successful service businesses using online marketing techniques before moving to a completely online business model. The result of that move — Copyblogger Media — is an innovative company that provides the advice and solutions that empower people to successfully grow their businesses through social media and online marketing.
- The world of media is shifting, because brands and even small businesses have better media business models than advertising driven media.
- Media works as marketing better than marketing — because you’re giving people what they want (valuable information) rather than what they don’t (an immediate pitch).
- Don’t just create content for marketing, reorient yourself as a media company. At one point, that sounded ridiculous, but now it’s been proven to work.
For a company not knowing where to start when it comes to crafting a content or media-first strategy, what would be the most important thing to focus on initially?
Just as with marketing, what problems and desires are out there that your product or service solves? Now, what do they need to know first before they buy? More importantly, what media-first positioning can you establish so you not only attract prospects, but cause them to trust you and even help spread the word.
Do you think content marketing is undervalued when it comes to internet marketing or SEO in general? Why or why not (and if its the former, how can we change that)?
I think no one wants to create content for marketing or SEO if they didn’t have to, but that’s the wrong way to look at it. I’ll give examples of media-first strategies that make millions without search or social. Add in search and social as the natural benefits of a media-first approach, and you’e got something truly powerful.
What do you like most about being in our industry?
Lots of smart, creative people who are more or less making it up as we go along. We’ll look back at these days and realize we were pioneers at the beginning of an amazing shift in media, culture, and business.
I loved this article on Inc about Boulder when it came out. What do you like best about Boulder when it comes to the entrepreneurial/tech community and being a business owner?
Boulder is awesome, and it’s cool that there are so many highly intelligent people people here. It pushes you to think differently. But ultimately, I love being right next to the Flatirons — some of my best ideas come on hikes.
Bonus question: What was last great book you read?
Tough question, I read a lot. Mostly non fiction, but I’m getting back to reading more fiction. I really enjoyed Mr. Penumbra’s 24-Hour Bookstore (KJ: I second that recommendation! That book is great) from last year. My best advice is to read as much as possible offline. That’s where you find an edge you won’t see on Buzzfeed.
Brian’s SMX West Session:
From Content Marketing to Media Company (#smx #ms1)
The internet has empowered prospects to bypass advertising and sales pitches. Giving people engaging content has become the first step in 21st century marketing. That means smarter companies will adopt a media-first business strategy, regardless of their business model or market. Learn the ingredients of engaging content and the changes your organization must make to succeed with a media-first business strategy.
Moderator: Matt McGee, Editor In Chief, Search Engine Land & Marketing Land (@mattmcgee)
Speaker: Brian Clark, Founder & CEO, Copyblogger Media (@brianclark)
Time: Tuesday, March 11, 9:00-9:25am