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Brian O'Leary
Works at Magellan Media Consulting
Attended Harvard Business School
Lives in South Orange, NJ, United States
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If you rely on content to turn prospects into #Customers, journey maps can help you understand how prospects find, consume and respond to content. As you reflect on those content interactions, you’ll find ways to make your #ContentMarketing efforts even more effective.

http://www.magellanmediapartners.com/content-marketing/want-make-content-marketing-effective-try-journey-maps/
If you rely on content to turn prospects into customers, journey maps can help you understand how prospects find, consume and respond to content.
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Here are 17 questions that any content marketer, publishing-related start-up or #Publisher can ask to help prepare for a change in #Workflow. In asking questions, you want to define what you have in place, identify where it is working and where it is not working, and document the things you need to do in the future (near-term to mid-term) that you aren’t doing or can’t do now.

http://www.magellanmediapartners.com/news/ready-improve-content-workflow-ask-17-questions/
Have a conversation, take notes and then check against a list to see what's missing. The more time a team spends talking about content workflow, the better.
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Business equity #Investors are buying a portion of your business, so they are looking to fund a specific business with a specific offering, not a generic technology. Don’t waste your time and energy talking to angels and VCs about technology #Funding when you could be focused more productively on grants, private funds and future business partners.

http://blog.startupprofessionals.com/2015/04/realistic-strategies-for-funding.html
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As content marketers take on work that emulates what #Publishers have done in the past, they also need to learn best practices in content creation and management. These best practices include planning for, using and refining #Metadata – the data about data that publishers have used to categorize, track and repurpose content.

http://www.magellanmediapartners.com/content-marketing/best-practice-3-ways-metadata-matters-content-marketers/
Three ways to use metadata to improve the way publishers handle content.
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Building or rebuilding #Reader confidence takes time. More than four years after Bloomberg acquired #BusinessWeek, readers were paying about $39.76 a year – $0.74 an issue. By comparison, an average subscription to the Economist, a magazine that focuses on readers first, sold for $106.42 – $2.09 an issue. The extra $1.35 a copy represents more than $52 million a year. Consider that the premium earned for delivering on a promise.

http://www.magellanmediapartners.com/publishing-innovation/forget-business-model-meet-readers-needs/
A post by Scott Aughtmon in The BusinessWeek offers a sobering lesson for traditional publishers: readers' needs matter more than any business model.
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Food for thought via Hugh McGuire: “While we are in the process of seeing a massive shift in the #Technology used to read long-form content, to date we’ve actually seen very little real disruption in the structures (rather than the mechanisms) by which people get their #Books to read. That is, the current structures of getting a book into a reader’s hands (publisher -> seller -> reader) looks a lot like the print world.”

http://www.magellanmediapartners.com/publishing-innovation/12-steps-for-publishers-in-the-digital-age/
Explore the twelve things publishers must do to inspire collaboration in publishing and prepare for a web-enabled future.
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This notion of a “limited pie” shapes a lot of our thinking about books, #eBooks, digital formats, subscription models, fan fiction, independent #Publishing, copyright terms and more. Belief in a static or a shrinking pie puts us on defense, inclined to protect core aspects of traditional models.

http://www.magellanmediapartners.com/publishing-innovation/12-steps-for-publishers-in-the-digital-age/
Explore the twelve things publishers must do to inspire collaboration in publishing and prepare for a web-enabled future.
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Successful change efforts require a vision and effective, informed #Leadership, or everything else falls apart. This is true for any significant initiative, doubly so if the change is strategic, a core shift in how or where a business chooses to compete.

http://www.magellanmediapartners.com/startupsentrepreneurs/times-they-are-a-changin-put-vision-and-strong-leadership-first/
Successfully managed change is characterized by senior-level commitment to making the change happen with everyone on board.
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Are you looking to reach and engage customers, grow sales and increase efficiency across your organization? #Content puts that power in your hands. We can help your organization grow your content presence across multiple #SocialMedia platforms and streamline content creation, management, and distribution across multiple platforms. Learn more here:

http://www.magellanmediapartners.com/consulting/
Magellan Media provides consulting services to Content Marketers, Start Up Owners & Entrepreneurs, Venture Capitalists & Private Equity Firms and Publishers
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It remains hard to use #Data to improve an established business. In the past, I've drawn a parallel with data-driven viticulture, quoting a vineyard owner who observed: “There’s a scientific part to their business that I just can’t align myself with.” Businesses with growing revenues and healthy margins can avoid data-driven improvements, at least for a while. These days, the number of publishers who can claim they have growing #Revenues and healthy margins is fairly small.

http://www.magellanmediapartners.com/startupsentrepreneurs/balancing-data-insights-and-innovation-as-we-move-into-the-future-of-publishing/
There's a difference between creating a new business, using data to improve an existing business, and developing a new product within an existing business.
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Here are two of the four first questions I ask publishing #Startups: Are you looking to write or #Communicate about something that matters to you? If not, stop here. It’s not worth trying. Can you find ways to connect it to audiences who may not know they need you (yet)? 

http://www.magellanmediapartners.com/publishing-innovation/time-start-content-driven-business/
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Michele Linn, posting on the Content Marketing Institute blog, says that #Consistency matters, but not equally across all formats. She names four #Content formats that work only when you update them on a consistent basis. These include: blogs, newsletters, podcasts and magazines. On a gut level, this list makes a lot of sense.

http://www.magellanmediapartners.com/content-marketing/consistent-content-marketing/
Consistency in content marketing is important. We've learned that there are content types for which consistent content creation matters.
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Tagline
Content whisperer
Education
  • Harvard Business School
    1981 - 1983
  • Harvard University
    Chemistry, 1975 - 1979
Basic Information
Gender
Male
Links
Work
Occupation
Publishing consultant
Employment
  • Magellan Media Consulting
    Principal, 1998 - present
  • Hammond Inc.
    Sr VP & Associate Publisher, 1995 - 1998
  • Time Inc.
    Various, 1983 - 1995
Places
Map of the places this user has livedMap of the places this user has livedMap of the places this user has lived
Currently
South Orange, NJ, United States
Previously
Cambridge, MA, United States - Peabody, MA, United States
Contact Information
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Phone
1-973-985-9880
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South Orange, NJ
Work
Phone
1-973-985-9880