The 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: email@example.com.
In the meantime, here’s some more digital marketing stuff:
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.