David Spark on Brand Journalism...

David Spark is an 18 year veteran of tech marketing and journalism. He’s been in over 40 media outlets in print, radio, TV, and online, has been involved in podcasting, video, and came on to talk about Brand Journalism. John: ¬†Give us your elevator pitch. What do you do and how do you do it? David: I own a company called Spark Media Solutions. We are brand journalists, which means we create media for companies to increase their thought leadership in this space. The angle that we’ve been really successful with is building influencer relations through content. That is, I think, the best way to make a friend with somebody: to create content or interview them. If you want to be their best bud, that’s probably the best way to do it. I don’t think I’ve failed at that yet. John: You were just quoted recently in Forbes. They had a whole article about content marketing. There are a lot of ways to fail at content marketing. You can’t just jump into this and assume that because you are doing what everybody is doing it’s going to be right. ¬†Talk a little bit more about that. Where do people screw this up and what do we have to look at? David: I should say I despise the term “content marketing” because I think it’s insidious. I think to say to someone, “Here is some content.” But it’s also marketing. It’s like someone would want to drop it like a hot potato: “Ah! I don’t want this! Who wants this crap?” The industry uses content marketing for their own selves and understands, “We’re generating this content to ultimately sell product.” But if it’s delivered to someone as marketing material, even though it’s “subtle,” as this...

Podcast Player Test

Marketing Over Coffee is available on Stitcher if you listen to podcasts on a mobile device. I wanted to test out their...