Author: Cameron Conaway

Cameron Conaway was awarded the 2015 Daniel Pearl Investigative Journalism Fellowship. He curates Content Land, a weekly resource for journalists and content marketers who want to work smarter by learning how both fields intersect. Follow him on Twitter @CameronConaway.

By cameron-conaway published September 17, 2017

How to Establish the Best Social Media KPIs for Your Content Marketing Goals


For many content marketers, social media strategy never gets beyond the spray-and-pray process of sharing a new piece of content with the widest audience possible, and then measuring if anybody engaged with it. It’s based on an idea that if you just keep creating new content and pushing it out, results will come.

But, as Jonathan Crossfield puts it, “In social media, the audience pulls the strings.”

In #socialmedia, the audience pulls the strings, says @kimota. Click To Tweet

As content marketers, we must take a step back. Just as we put time into creating a content marketing strategy, so too do we need to create a social media strategy specifically tailored to our content goals. And this begins with establishing the right social media KPIs (key performance indicators) for those content goals.

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By cameron-conaway published May 31, 2017

LinkedIn Leader Shares How to Build a High-Performance Content Marketing Team


The content marketing industry is flooded with “rock stars,” and this has led many to think a content marketing strategy is about individual prowess. But this couldn’t be further from the truth. Peek behind great content marketing efforts and you’ll nearly always find a driven, well-organized team.

Jolie Miller, content strategy and acquisitions leader at LinkedIn, has spent much of her career leading the quiet, disciplined work of high-performance content teams. Here are her practical tips for what it takes to build, manage, and drive them.Continue Reading

By cameron-conaway published December 21, 2016

5 Lessons Content Marketing Can Learn from Journalism


Content marketing list articles abound, most singing some version of the same trite stanza:

Be a media company too,
and cut through the clutter.
Create content of value
and measure the numbers.

This kind of advice is then infinitely repurposed, repackaged, and redistributed. The result? Aisle after aisle of homogenous and frivolous content – like some kind of surreal supermarket where all canned goods have been replaced by a silkscreened replica from Andy Warhol.Continue Reading