Can Journalists Really Make the Jump to Content Marketing?

Does it make sense to hire an experienced journalist for your firm’s content marketing efforts? Maybe. But maybe not. As illustrated in a new book by Dan Lyons, success may depend on your company’s culture, generational mix, and management style. To see what I mean, read “Disrupted: My Misadventure in the Start-Up Bubble” by Dan Lyons. In this hilarious book, the laid-off technology editor for Newsweek chronicles his disastrous foray into content marketing for HubSpot. When Lyons joined the company in 2013, HubSpot was a Boston-based start-up with $100 million in venture capital to develop and sell marketing automation software. It …

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