The “old media” model has collapsed under the weight of the “new media” model. Those feeding content into the new model are often as not from the era of the old. This, not surprisingly has required considerable flexibility and courage, not to mention a great deal of stress and confusion within the marketing fraternity.
As with all change, there has to be a settling in period and a consolidation of new and old to come to some level of equilibrium. In the best-case scenario the creativity and skill from the old model combined with the techno savvy can lead to brilliant and visible content which will enhance your marketing efforts.
What can “New Media” learn from “Old Media”?
Marketing content tactics
1. Editorial Calendars
The journalistic tactic of adhering to an editorial calendar has readily been taken up by content marketers.
2. “Do what you do best and link to the rest” Jeff Jarvis
This makes for the best use of “New media” but, there’s a caveat here, do you know that the source you are referencing is a primary source? If it is, then attribute it accordingly in your content, if it is not, then you need to dig deeper.
As well as being firm in your source, be clear to the reader about the reasons for citing the source. Within your content you should be make it crystal clear why and to whom you have added a link – “Proper attribution makes it easier to track where the breakdown occurred and to set the record straight.”
3. If it’s worth doing it’s worth doing properly
Journalists are hard wired to seek out stories, be original and be creative. This is a particularly important set of skills to nurture as a Content Marketer. Don’t just redo someone else’s copy, it will not do you a favours and will alienate your reader.