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A friend and colleague of mine posted the following on Facebook last Friday:
“Potential new client just said this: Magazines are great but we really want to have online coverage. Magazines have a short life span and everyone is reading news online nowadays and it lives forever. Please focus on that.”
Did that just happen? Are clients really now preferring placements in Buzzfeed, Mashable and other online “publications” rather than more traditional outlets like The New York Times, USA Today and Good Morning America?
The tide may have shifted more than you think.
I have no hard data evidence to back this up, mind you, but I believe more clients ARE thinking this way.
Goes without saying, right? A quick click, and readers can share online placements with thousands of friends and family. Pretty tough to share an article in the most recent hard copy of Shape Magazine. I mean, unless you plan on cutting it out and sending it to a friend via U.S. Mail (which, I have done in the not-so-distant past!).
Interesting post over on Jay Baer’s blog got me thinking more about this. How, in a simple search for Google’s recent Alphabet news, more “op-ed” blog-post like posts came up on page one vs. hard news stories from major mainstream media outlets. Online placements in non-traditional outlets like Buzzfeed and ReadWriteWeb are inherently more searchable than mainstream news articles. Weird–but, may prove to be true.
Sure, having your brand on Good Morning America is going to drive a spike in awareness for your brand. No question there. But, it’s just that. A spike. And, worse yet, it’s usually a spike that’s tough to measure. And, a spike that may or may not result in sales and traffic to your web properties. At least with an online placement, you have a better chance of generating that traffic via links and other items (bios, if it’s a bylined article, for example).
Think about today’s Millennial. They don’t watch Good Morning America. Hell, they’ve probably never heard of GMA! And, hard copy magazines? They’ve never opened one. But, Buzzfeed? Yeah, they read that. Snapchat? They may use the Discover feature to access news. Report after report has shown us Millennials aren’t accessing traditional media as much as their Gen Y and Gen X colleagues. So, if you’re targeting a younger audience, an article in the USA Today might not mean nearly as much as an article in Buzzfeed. Yes, I just wrote that sentence.
Back when I worked on the corporate side, I distinctly remember trying to get on my boss’ calendar.
It was impossible.
Why? Because she was booked with back-to-back meetings all day long. Double-booked, in fact.
Her story is hardly an uncommon one.
Many of my big corporate clients today face the same dilemma.
Meetings from 7:30 a.m. til 5:30 p.m.
(Note: You think the photo above is a joke? I’ve actually been in corporate meetings with this many people. Unbelievable)
Why are we hamstringing our leaders like this?
Consider the dilemma our leaders face:
Why are we doing this?
And, by the way, while we’re on the topic, how many of these meetings are truly worth their time?
Again, based on my previous corporate experience, I’d say half at most. The rest of the meetings could easily be done inside of 10 minutes with a viable agenda. But, that’s probably a different rant for a different blog post.
For now, I have a few pieces of advice to shrink the number of meetings each day–and ideas on how to feel more invigorated and refreshed from day-to-day:
This is the obvious tip, but it bears repeating. Do you really need to meet? If it’s just a status update or check-in, can you do it virtually via email?
Could your hour-long meeting be shorted to half hour? Probably. Which means you need an agenda–and you need to stay on task. Do both and you’ll be surprised how efficient you can be with your meetings.
If you’re scheduling a meeting that’s longer than one hour, you need to do more work in advance of the meeting. No one needs to meet for 2, 3 or 4 hours at a time. No one. I have yet to be convinced.
This is a trick I learned early on in my career. And, I noticed a lot of the savvy execs did the same thing. Blocking an hour here and an hour here for “desk time” to plow through email and respond to urgent requests, or get things done that are on deadline.
Everyone has five hours a month. Especially for professional development. This should include: coffees with colleagues, local meet-ups (our new MIMA Meet-Ups are getting rave reviews!), local programming (resisting the urge to plug MIMA here, too!) and other educational or training-based events. If YOU don’t make time for your professional development–no one else will. Let me repeat that in all caps so you get the point: IF YOU DON’T MAKE TIME FOR YOUR PROFESSIONAL DEVELOPMENT–NO ONE ELSE WILL. Got it?
In this edition of the Talking Points Podcast, Kevin and I sit down with Bryan Vincent, director of digital communications at United Health Group and talk LinkedIn, the recent Mayo Clinic/Minneapolis Star Tribune partnership, MIMA Summit and a little Packers/Vikings football.
SHOW NOTES – October 1, 2015
2015 MIMA Summit
“Why do big brands continue to completely ignore LinkedIn?”
SPOTLIGHT: “Mayo, Star Tribune form content partnership”
“Case study: Social media engagement as a point of differentiation”
“How the Blog Post Op-Ed is Changing News”