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Digital Marketing

Beyond Blogging: The Challenges of Starting an Industry Publication: Tech Club Podcast

by Dennis Junk
on July 20, 2016

Journalism and content marketingThe digital marketing team at Aptera is trying something new. And the approach is counterintuitive. We’re going to shift our focus from the type of blogging typical of inbound strategies to something like what Adobe is doing with the publication CMO. This means moving away from a strict lead-gen focus to embrace a different set of goals.

In just the second episode we posted to Facebook Live, James interviews our Director of Digital Marketing Ron Mattocks and me about the upcoming release of The Forge, our industry publication for manufacturers. We discuss what making the move to a more journalistic approach to content marketing entails and how it fits into our broader strategy.

We tackle questions like:

  • How the challenges of doing an online magazine compare to those of doing a company blog
  • What Aptera’s original approach to blogging was
  • Why we made the decision to shift from a company blog to an online industry publication
  • How this strategy aligns with our company’s strengths and positioning
  • What content shock is and what its implications are for content marketers
  • What our strategy is for publishing content in crowded fields like IT and digital marketing
  • What the biggest challenge is moving from blogging to hosting an online publication
  • How typical blog posts are line cheesy one-liners
  • Why it’s important to align the type of content you’re publishing with the design of the website
  • Some of our ideas for creating an intuitive user experience for readers
  • Why it’s more difficult to find people who can write articles than it is to find bloggers
  • How we’re using agile principles to develop and release the publication
  • Who else is using the industry publication idea
  • Why the microphones we use for the Tech Club podcast remind me of Rambo 2.

James has been after us to talk about The Forge for quite a while now, but we’ve been reluctant to go on record because so much of the plan has seemed like it was still up in the air. Were we ready to go live with a discussion of the new strategy? You tell us: techclub@apterainc.com.

In the meantime, here’s some more digital marketing stuff:

Dogfooding Content Strategy with Digital Marketers: Tech Club Podcast

How to Create Content for Your Inbound Marketing Campaign: Tech Club Podcast

Digital Marketing in 2016 and beyond: Tech Club Podcast

What 1 Trait Separates Inbound Marketing Content from Crap Written by Posers?

Embracing the Endless Cycle of Website Redesign



Digital Marketing Assessment
Dennis Junk
I'm Aptera's Content Strategist. I've been writing about tech and marketing for 5 years and have certifications from HubSpot and The Content Marketing Institute. A big science and literature geek, I taught college rhetoric and composition while I was still busy going to school for way too long, earning bachelor's degrees in anthropology and psychology, along with a master's in British and American literature. Look me up on LinkedIn.
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