Subscribe
for just...
plus
For years brands have been talking about this thing called Content Management for which we define a Content Strategy. This is all well and good. Many brands have taken on the role of being a publisher themselves, and have started producing awesome content.
However, most brands still don't really get it. They have their content strategy. They sometimes even have the traffic, but it still hasn't changed anything, nor really made any real difference to sales.
What's up with that?
In this article, we will try to change all that by getting rid of your content strategy, and replacing it with a much more potent and effective 'care strategy'. And no, it's not just a new fancy word. It's about a change of culture.
One big part of the problem is that the people who do the content marketing are simply too far from where the action is. It's usually the marketing people, who, for some weird reason, are often siloed away from all the important parts of the business.
Usually, marketing has no influence over the product people. They are not involved in the actual sale. They don't run the stores, nor the web shop. They are only marginally a part of the retail team, and when it comes to actual customer interactions it's mostly on Facebook, away from the point of sale.
Register to try out Baekdal Plus completely for free for one week.
Baekdal Plus is your premium destination for trends and analysis for the media industry. Every year you get 25 reports about the future media trends, business and editorial strategies, monetization analysis and insights about how to use analytics specifically for publishers.
As a subscriber, you also get full access to all the Plus reports (more than 200) published over the past 8 years, as well as the ability to share what you read.
Yes, of course, please write to plus@baekdal.com and I will send you a regular invoice that you can pay via your bank. I will need your company name, address and VAT number (if within the EU). Also, please note that due to this process being manual, this will be for an annual subscription only.
Yes, please write to plus@baekdal.com for details. But for 25-99 users: the price is 20% off the subscription price ($79/year per user), 100+ users is a fixed price at $5,000 (for all combined).
Yes, please head over to Baekdal Media to read about consulting where I can help you with strategy reviews, trend and strategy reports, and strategic guidance for you media company or a specific publication.
People often talk about the objectivity of the press, but few understand what that really means.
Free for subscribers
...or full access for $9
This is a good time to start a new magazine
Free for subscribers
...or full access for $9
Audience engagement is very important for publishers, but many don't organize it the right way.
Free for subscribers
...or full access for $9
Free for subscribers
...or full access for $9
Journalism is facing a crisis in trust, but what can we do ourselves to fix this?
Free for subscribers
...or full access for $9
We are moving into a new era for privacy and advertising, so how should we think about this?
Free for subscribers
...or full access for $9
Free for subscribers
...or full access for $9
How do newspaper develop the right news reading culture?
Free for subscribers
...or full access for $9
Free for subscribers
...or full access for $9
Free for subscribers
...or full access for $9
Founder, media analyst, author, and publisher. Follow on Twitter
"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé
plus
free
plus
plus
plus
plus