The recently leaked New York Times Innovation reporthas become required reading because the document provides a candid snapshot of a legendary brand struggling to embrace the realities of running a business in the digital era. In unsparing language, the internal report indicts The New York Times for failing to master “the art and science of getting our journalism to our readers.” I believe The New York Times Innovation report offers many lessons for content marketers regardless of your industry. Among those lessons: it’s not enough to produce great content. You have to be a content hustler, too.
Content hustling means sharing an idea across multiple distribution channels ranging from a brand’s website to its social media spaces. Content hustling requires companies to empower employees to act as brand ambassadors, relying on their personal networks to share corporate thought leadership. Essentially The New York Times takes itself to task for being a woeful content hustler.
TMZhas transformed itself from everyone’s favorite guilty pleasure to a powerhouse news reporting and entertainment brand. The multi-million dollar organization managed by Harvey Levin long ago shrugged off its image as a snarky Hollywood gossip site and by beating mainstream news organizations such as CNN at their own game. When Mel Gibson was arrested on suspicion of drunk driving and hurled shocking religious epithets at his arresting officers, TMZ broke the news first. When Michael Jackson died abruptly in 2009, TMZ scooped the world. As Harvey Levin explained at a recent appearance at the SXSW Interactive Festival, TMZ has succeeded by covering celebrity news with the rigor and professionalism of a serious newsroom — while still retaining much of the snarky voice that endears TMZ to some and infuriates others. And yet, something else beyond Harvey Levin’s control has helped legitimize TMZ: celebrity news itself. “Celebrity” is like a vertical market akin to retail: an industry with many inter-related stake holders such as from celebrities themselves to the media who cover them, the merchants to sell them, the products who rely on them for endorsement, and the media that spin content out of their lives. As I discuss in a new post for the iCrossing Content Lab, celebrity news sites have become diversified and specialized, ranging from Egotastic, which focuses on “the sexy side of celebrity gossip,” to Bossip, which covers black celebrity news. TMZ now rules as the Time Inc. of Fame Inc. Check out my post for more insight.