When Did I Become a Media Company?

Post by Ray 4 years ago - Google Plus - 3 Comments

Citizen Kane Media Mogul

New media is changing us from channel surfing and page turning content consumers into content creators.

That’s a good thing, right?

More control, more voice, more…work. 

Now that we’re our own media companies, how do we tap into the Mitch Joel in us?

No Bullshit


When I heard Craig Silverman was doing a presentation at Social Media Breakfast Montreal, titled: A No-Bullshit Discussion About Good Content, And How To Create It, I got my ticket right away.


Craig lives and breathes content. He’s a renown journalist, author and content director for Spundge, which is not surprisingly, a content curation platform.


I had the pleasure of interviewing Craig last month in preparation for a content marketing discussion panel that I was moderating as part of the Mark Schaefer Workshop I helped organize. 

Here’s his response to my question: Which of the best elements of journalism should be utilized in content marketing?


“In order to produce good, relevant useful content, you need to spend the time to dig into and research the areas that relate to your business, your message. It’s important to create a workflow and culture that takes the facts and applies a solid process to turn them into stories that are engaging, useful and informative. And to do so without a self-promotional bent. – Make the story king.” 

This is great advice for an actual media company or large enterprise with PR departments should work but how does a small business without staff dedicated to researching and writing content find the resources to mount and maintain a content marketing strategy? 

As brands, we don’t have much choice.

Helpful, consistent and authentic content is one of the three pillars to SEO that form the foundation of a SEO strategy.

Creating content for a company blog is as indispensable now as having a website was over a decade ago.

Michael Brito, Senior Vice President of Social Business Strategy for Edelman suggest that all companies should think like media companies. Is that realistic?


He cites 5 characteristic of media companies that we should adopt:

Content (mass amounts)

Relevancy (obvious)

Recency ( real-time)

Omnipresent (dominate search results)

Agile (editorial freedom)

“Relevancy” seems to me, the most relevant for most companies.

While Craig’s list of 9 steps for content creation is influenced by his years working in a newsroom and as an author, they are applicable whether you’re a freelancer or part of a content marketing media machine. 

1. Think about what you know

2. Find good sources

3. Read

4. Save things

5. Hold an editorial meeting (be sneaky if you gotta)

6. Give yourself deadlines.

7. Write

8. Get edited

9. Repeat



Craig Silverman is an entrepreneurial journalist and director of content for Spundge, a content curation and creation platform used by newsrooms, brands and agencies. He is founder and editor of Regret the Error, which is now part of the Poynter Institute. Craig’s writing has been recognized by the U.S. National Press Club, National Magazine Awards, Canadian Online Publishing Awards, Crime Writers of Canada and the Mirror Awards.


What’s your biggest challenge to producing online content?


About Ray Hiltz

Thanks for dropping by. I'm the Director of Digital Marketing for Image-24.com. My background in business includes non-profit (performing arts), restaurants and Promotions. Having moved on from my own strategic consulting company, I now write about what interests me. So in this blog, you may read about my thoughts on marketing, health issues and business culture. You can follow me on Twitter @rayhiltz or @image24Call

3 Responses to “When Did I Become a Media Company?”

  1. The story is king Ray love this advice! Once you can tell a clear, relevant story your readers or customers will find you. We love stories; TV, movies, books, online stuff too lol…..and gravitate toward an enchanting tale. Listen in. Tune in. Tell a story addressing the needs of your customers or clients to resonate with them.
    Thanks for sharing!


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