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.
Her inexcusable remark was not the first tasteless tweet she had written, raising the obvious question of how someone in a high-profile PR job could exercise such poor judgment and how her employer, conglomerate IAC, could have overlooked her history of embarrassing Twitter behavior. But she wasn’t the only one behaving badly: in-flight WiFi provider Gogo attempted to turn the news into a real-time marketing opportunity by issuing the following tweet: