Is Content Marketing the death of traditional Danish media?
Journalism is in trouble. Except for when it comes to Content Marketing. In traditional media journalists must create more and more content in less and less time. To really go in depth is rare, but journalists working with Content Marketing often get the resources to do so. The traditional media companies are under pressure during their transition from print to online and mobile. So, will all journalists work in Content Marketing in the near future?
- By: Eric Ziengs
- Published: 25-11-2015
The enemy you can beat
Danske Medier (DM) is a lobby organisation for Danish media companies (but not the Public Service media house Danmarks Radio). For the past years they have said, that DR is stealing online users from JP, Se og Hør, TV3, etc., by producing content online. And since DR steals users, online ad sales are not creating enough revenue. This means fewer journalists, and less actual journalism. That is a simplified version of the argument. The argument is easy to understand, and the current right wing government (Venstre) is open for it.
They, of course, ignore the fact that this research from the Reuters Institute for the Study of Journalism says, that a weakened BBC (the UK version of DR) would not benefit the commercial players. But that is not my main point.
My main point is, that there are two wars being waged against DM and it members right now - and DM barely seems aware of them. DM continues to fight against DR, a national opponent, instead of uniting against the actual foes. Who are they? Google, Facebook and Content Marketing.
A cynical version of me would say, that DM thinks it can win over DR using the Minister of Culture, Bertel Haarder (Venstre), as their puppet, as he now demands that you need to login to dr.dk to view its content. This will hurt DR, probably not help the other media and annoy the hell out of the users.
It’s a bit like taking the lunch money of the smallest kid at school, because the two biggest and baddest boys at school took yours.
The enemy that scares you
While DM is fighting against DR, Google and Facebook are watching from the sidelines. They remain calm and let the others fight. Why? Because being silent means that DM won’t start a fight against them. In the meantime Google, Facebook, and similar companies, take more and more...
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Eric is Digital Strategist at Bolius and Content Marketing blogger/speaker at Nochmal with more than 10 years of experience with communication, PR, and digital marketing. He also is the host of the weekly Help Marketing podcast.