The content marketing industry is made up of professionals from all walks of life and varied backgrounds. It’s an element of our industry that keeps it fresh and exciting. In this episode of The Pivot, Todd Wheatland sits down with the fascinating and multi-talented Rebecca Lieb, Industry Analyst, Altimeter Group. Her journey into content marketing may surprise you. Yet again, with the breakdown of traditional media in embracing the potential of the digital age, perhaps her journey makes perfect sense.
What may surprise you
- Rebecca has a master’s degree in film history and theory.
- She has worked as a film journalist for Variety, The New York Times, and The Wall Street Journal.
- Her grandfather and father were filmmakers.
- Rebecca also has a degree in art history.
- She has lived in Paris twice and was living in Germany when the Berlin Wall came down.
- Rebecca handled global marketing for RTL Television, one of the biggest broadcasting brands in Europe, and then was recruited by USA Networks, which was an independent network at the time.
- She was the Editor-in-Chief for ClickZ in the early 2000s.
- Rebecca is the author of two books, The Truth About Search Engine Optimization and Content Marketing: Think Like A Publisher – How to Use Content to Market Online and in Social Media.
- She opened up the U.S. office of Econsultancy.
While Rebecca was with USA Networks it launched the Sci-Fi Channel. In the early days of the commercial internet, it was her first opportunity to help advertisers create interactive marketing campaigns. She loved it. Shortly after this, USA Networks was bought and sold a few times, eventually landing with Universal. She chose to walk away and hasn’t worked in traditional media since. She hasn’t owned a television for over 10 years. After working with a few start-ups, she landed the position of Editor-in-Chief at ClickZ, where she learned all she could about digital advertising marketing and media.
A book provides credibility
She isn’t the first to say this and she will not be the last. As a published author, Rebecca has reaped the benefits on many professional levels. Authoring a book provides a higher level of credibility, which brings about more speaking opportunities and consultant projects. As the industry of content marketing has grown, so has the number of people calling themselves experts. As a published author, you have the capability to stand out from the competition.
A book really represents you as a thought leader. I do a great deal of public speaking, it doesn’t hurt to have a book to show off your credentials because as we know in this industry, we’re up to here with gurus and experts. There have to be certain benchmarks to distinguish people who perhaps have a little more substance than the people who are running around saying that they have substance. There are a lot of wannabe hangers-on in this industry. I’m not saying everybody has to write a book, but there is a demand to create content to add value to conversations and to further discussions as things develop in this industry.
Listen to Todd’s full interview with Rebecca Lieb here:
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Cover image by Joseph Kalinowski/Content Marketing Institute