TBJA 040 Sarah Mitchell: A Scary Drop In Web Traffic Delivered A Valuable Lesson

A Scary Drop In Web Traffic Delivered Valuable Lesson, Sarah Mitchell, TBJApodcast 40
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Sarah Mitchell on The Brand Journalism Advantage PodcastSarah Mitchell shares how chasing the wrong audience, even though the social media numbers were good and increasing, wasn’t producing the right results. Find out how Sarah changed direction and created greater success using content marketing.

Sarah Mitchell is head of content strategy at Lush Digital Media, founder of Global Copywriting, and the Australian Editor of Chief Content Officer magazine. You can hear her speak on the Brand Newsroom weekly podcast. Sarah develops and implements content marketing strategies for organizations all over the world.

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Career Highlight

Sarah has a diverse background. In an unusual turn of events, her career in technology and software development brought her into the world of brand journalism and content marketing. In this phase of her life, Sarah feels that her blog is one of her highlights. Listen to find out why.

When It didn’t Work

Sarah chased the wrong audience. Find out what she did to get back on track.

Storytelling Principles

  1. What is the problem?
  2. What is the solution?
  3. What is the outcome?

Let the Brand Journalist tell the story. Don’t try to add your company’s promotional spin.

Think Like a Journalist and find the news hook.

Launch content and time it with conventions, trade shows, and other big events to enhance opportunities for exposure.

Content can’t just entertain. It must convert.

Determine what your purpose is for your content so that you can measure the success of your efforts.

Pick up the telephone and call journalists before sending a press release to try to get your story covered. Most companies don’t call; they only send a poorly written press release which typically results in no exposure.

Multimedia Resource

Apple Laptop & Internet

Book, Documentary, Podcast, or Internet Channel

Everybody Writes, Ann Handley

Resource Links

Amazon founder, Jeff Bezos, buys Washington Post 

TBJA 028 Kirk Cheyfitz: Storytelling For Brand Success

TBJA 006: Tomas Kellner From GE Reports Shares Brand Journalism Success Story

Lush Digital Media

Contact

@GlobalCopyWrite

Global Copywriting Website

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Sarah Mitchell on The Brand Journalism Advantage Podcast

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About The Author

Phoebe Chongchua

Phoebe Chongchua is a multimedia Brand Journalist, Brand Consultant & Marketing Strategist who is revolutionizing brand communication with consumers. She makes companies remarkable using brand journalism storytelling to grow their online presence, build a community, and gain greater market share. Phoebe is a former TV News journalist who helps brands gain a competitive advantage by learning to "Be the Media". Phoebe is the host of "The Brand Journalism Advantage" podcast and a "Top 50 Podcaster To Follow". Listen in iTunes or at ThinkLikeAJournalist.com

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