dan hatch

  • Why having an elevator pitch trumps winging it

    The moderator in the third US presidential debate between Hillary Clinton and Donald Trump had a surprise for the candidates. While both had declined to prepare a closing statement ahead of the debate, he asked them to deliver one anyway. What followed was a lesson in the importance of having an ‘elevator pitch’.

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  • Content marketing is an ethical option for old journos

    A little while back I wrote an article reassuring journalists — more and more of whom are being made redundant from shrinking newsrooms — that there really was life after journalism. In it I recommended a career in content marketing, explaining that our skills as journalists are very much in demand.

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  • Credit where it’s due: Don’t fall foul of copyright law

    Copyright laws weren’t created for the digital age. Technology and internet connectivity have radically changed the production of cultural material — and it is easier than ever for an individual to have an idea, record it in words, images or sound and then release it to the world. Did you like that intro? I was pretty pleased with it. It’s beautifully crafted.

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  • Here’s why the post-truth era can’t extend to marketing

    There’s no Trade Practices Act for politics. And that’s a shame. We now live, or so we’re told, in an era of “post-truth politics”: A time when politicians can literally say anything and, if they’re called out on it, are not only unrepentant but go on to repeat the lie as if it were the truth. We’ve seen it in the US election with repeated claims by Donald Trump — who among o ...

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  • Brand Newsroom 100: The biggest content lessons of all

    Brand Newsroom 100: The biggest content lessons of all James, Nic and Sarah. In the 100th episode of Brand Newsroom the team takes a look back at some of the biggest lessons learned across almost two years of the podcast. Show Notes Here are some key take-outs: Publish consistently. Your audience expects it. That might mean allotting regular time in your diary to create your content.

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  • Interview techniques for tricky talent

    Sometimes it’s like pulling teeth. You’ve got your questions, you know the information you need to get out of the person sitting opposite you, but you just can’t quite extract it. Over my career as a journalist, I’ve probably interviewed tens of thousands of people. I’ve had them all — from the stunned mullets to stonewallers, from the single-word answer guys to people experiencing shock.

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  • Journalistic principles add credibility to your content

    OK, I know what you’re thinking: journalists don’t always have the best reputation. People love to whinge about the profession. Sometimes it’s from the people we give a hard time, like politicians who are angry they’re not getting an easy ride. Sometimes it’s because of our own behaviour, like those foot-in-the-door “don’t mind me intruding upon your grief, but isn’t it all te ...

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  • Why being reactive should be part of your strategy

    Here’s something that’s probably missing from your editorial calendar: Adrenalin. In a traditional newsroom, adrenalin is a part of daily life. It’s one reason why the news game is so addictive. Journalists love rushing around, interviewing people, getting all the facts, filing articles from the field, “crossing live” back to the studio and beating the opposition to the story.

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  • How to build your audience by adding editorial value

    There’s a trick smart news organisations use to attract audiences away from their opposition: value adding. Value adding is about going the extra mile to deliver your audience something extra. It’s going above and beyond the basic, drilling down on the detail, giving the reader, viewer or listener extra bang for their buck. Here’s why it matters.

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  • 7 Editorial Workflow Tips from Traditional Publishing

    The newspaper industry began in earnest in the 1650s and ever since, publishers have been developing and refining editorial workflow processes. While technology has come and gone over the centuries, changing the way things are done, the goal has remained the same — to get the news out as quickly, efficiently and accurately as possible.

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  • How to generate article ideas like a journalist

    There’s a weird thing that happens when you tell a stranger at a party that you’re a journalist; you always get asked the same two questions. The first is ‘who do you write for? ’ It doesn’t matter what answer you give here, the person will invariably succumb to an uncontrollable desire to tell you everything they think is wrong with the publication, right down to its poor abs ...

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  • 7 Things that Could Be Costing You Free Publicity

    Free earned media is a Holy Grail for brands, so why do so many marketers get in the way of it happening? You probably don’t think you do it. But I’ve spent 17 years in mainstream media newsrooms and these are the most common things I’ve seen that have stopped brands and individuals getting their name in the paper or their mug on TV.

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  • Turn your Out-of-Office into a marketing opportunity

    The other day one of my colleagues had cause to email Jason Miller, group manager of content marketing at LinkedIn Marketing Solutions. He wasn’t in, so she got an automated out-of-office reply. Here’s what it said: Add personality and content Notice what he did there? As marketers (and indeed as a journalist, as I am) we are always looking for ways to get our messages in fr ...

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  • Brand Newsroom 79: Stop the Sales v Marketing War

    Brand Newsroom 79: Stop the Sales v Marketing War Sales and marketing are meant to be on the same team, so why are they so often at war? One level, it’s completely understandable. The two departments have different goals and missions. Sales is tasked with closing business ­— getting people in and getting them to sign on the dotted line.

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