Is it marketing or is it journalism? The case of Tumblr's 'Storyboard' At a panel discussion in San Francisco this past September—"Is Tumblr the new Time Inc.? " was the typically provocative title—Jessica Bennett and Allie Townsend, editors at Tumblr and Facebook, respectively, were explaining how they'd been using the tools of traditional journalism at the social-networking behemoths where they'd been recruited. In Tumblr's case, the company had created a site called Storyboard to report on the interesting people, trends and narratives emanating from Tumblr's tens of millions of blogs: A video piece, say, about a long-lost Muhammad Ali interview, or a colorful long-form entry dragging readers down into the stacks of The New York Times' subterranean photo archives, known as "The Morgue. " After about 15 minutes, a tech writer in the audience named Alex Howard interrupted the two "former journalists"—as he referred to them matter-of-factly when later reached for comment—with a skeptical inquiry.
"Is everything you do journalism? " he recalled asking. Cisco Newsroom - The Network: Cisco's Technology News Site. Nissan Channel 23 TV. Content Marketing vs. Traditional Advertising [Infographic] We've posted a new infographic to our B2B Marketing blog that shows how content marketing is competing with traditional advertising these days — the advantages to content marketing, which types of companies are using it and how much they're spending on it, which tactics are the most popular, and which key challenges content marketers are facing now. The infographic encompasses a variety of statistics and other information on how content marketing is being used, answering such questions as: Why should companies use content marketing? Risk mitigation, lead generation, lead nurturing and lead scoring are some of the benefits today's companies are reaping from their content marketing efforts.
How are companies using it? Some of the most popular ways, by percentage of companies, are non-blogging social media (79%), article posting (78%), in-person events (62%), e-newsletters (61%), case studies (55%), blogs (51%), white papers (43%) and webinars/webcasts (42%). Content Marketing World: Content must support rigorous, measurable actions, not just consumption.