Noah Greenberg

Cool role for a crypto nerd that wants to work in content and get to flex across articles, newsletters, linkedin strategy and more. Plus Mallory is a #boss.

how to take over the world 89 seconds on the philosophy and content strategy that has driven hundreds of sales demos and podcast invites and customer goodwill from posting on socials as a founder in conversation with George Vlasyev

How to leverage your own data + meet the moment of whats being covered in the news to earn PR. This story is already republished across 70 news outlets in less than 24 hours. Any content team can learn from this👇

There's a playbook for how to acquire media startups and turn them into lead-gen funnels. Jonathan Hunt is writing it at HubSpot, and he walked me through it step by step at Cited. You can watch the video interview or read my writeup here: (watch/read): https://lnkd.in/gYiWyRPm But for the too-lazy-to-click-or-watch: *Hubspot Media has a 70 person team producing, distributing and monetizing content. Through various acquisitions + in-house launches, it is comprised of 17 owned & operated YouTube channels, 6 newsletters, reaching 50 MILLION people a month *Here is how they do it: 1. find a creator with an audience that might be interested in their product 2. buy sponsorships over a 3-6 mo period, see how those leads convert 3. do a deeper ad integration - maybe offer a custom asset for their audience - see how those leads convert 4. after 6+ months, analyze if their audience is *still* converting, or whether it has gone stale/leads are deteriorating in quality 5. if the audience seems like great long term fit... consider acquiring 6. kill all the ads, invest more in editorial + distribution (eg expand to newsletters if its a podcast, bigger production/editorial budget, etc.) 7. hold and let it roll.

Wealthfront is hiring a Markets Writer, paying $180K Apollo Global Management, Inc.'s Editorial Director role pays $300k Deloitte is looking for a Consumer Editor, paying $150k+ S&P Global has an open Director of Content job, paying over $200k My latest roundup found 8 editorial roles - a mix of writing, editing, and data journalism - all at orgs you wouldn't typically think of as media companies. "Every company is a media company" isn't new, but this new wave of roles is something different. these efforts will start competing with the legacy media outlets they are recruiting talent from. Fast forward 2 years: Wealthfront may not see CNBC as a competitor, but CNBC should see Wealthfront as a competitor... this week's roundup: Director of Content S&P Global ($150k - $263k / year) - https://lnkd.in/djM4if4G Editorial Director @ Apollo Global Management, Inc. ($215k - $300k / year) - https://lnkd.in/erkmT2CV Head of Content @ HappyRobot ($120k - $180k /year) - https://lnkd.in/ddk7bPYq Director of Editorial Strategy Gilead Sciences ($210k - $272k / year) - https://lnkd.in/dQUuqYGq Market Commentary Writer @ Wealthfront ($160k - $180k / year) - https://lnkd.in/dNqV7VmE Healthcare Industry Reporter @ Tennr ($130k - $155k / year) - https://lnkd.in/dfi8su8k Editor, Consumer @ Deloitte ($88k - $163k / year) - https://lnkd.in/dWabxnvd Editor, Americas @ Fastmarkets (no salary listed) - https://lnkd.in/dCGMc73F If you are wondering and/or skeptical as to why brands are shelling out for journalists, this excerpt from the Wealthfront posting says it all: "This is an ideal opportunity for an experienced financial journalist and editor, or a producer/factchecker with an economic background, who wants to help expand a trusted editorial operation... this role will help Wealthfront’s target audience expand their financial knowledge and deepen their relationship with our products. This role will be responsible for ideating and writing engaging, sharable stories for the Vested Interest newsletter... To support Wealthfront’s editorial strategy, this role will help build and manage a team of experienced content creators." ----- - brands are realizing that being the source of valuable information for potential/future customers is just as valuable as being covered by the news - so they are building in house media operations, so they can be the source that people start to rely in and learn from - and this starts with great talent. - the catch: newsletters like this are going to start competing with the legacy media outlets they are recruiting talent from. Fast forward 2 years: Wealthfront may not see CNBC as a competitor, but CNBC should certainly see Wealthfront as a competitor... i do a roundup + analysis of jobs like this once a week, follow along if interested.

This is one of the more innovative (and practical) tools from the AI analytics companies I have seen. Solves a problem that didn't exist 2 years ago, but will be the thorn in every marketing team's side by December: how to fix bad/wrong data about your company that is showing up in AI results, via FactCheck from Profound TL/DR, imagine this scenario: - 3 years ago you published some pricing or some specs - you archived the page and forgot about it at some point - someone wrote a blog post with that pricing cited - you now have different pricing or specs - people asking about your pricing in ChatGPT are being served the wrong information This is going to be a *huge* problem, and this seems like the pitch perfect solution: 1) let a company upload all their data/context 2) have a tool that goes out, finds where LLMs are providing answers that contradict that canonical data 3) offers guidance on how to fix it (and workflows to act on) Can read more here in an AdExchanger writeup,, and how WHOOP used the tool: https://lnkd.in/dD9NnTt7 Anyhow - this is cool. I've been wondering how AI analytics platforms were going to add more utility than just tracking, and this feels like an incredible evolution. #ProfoundPartner

For b2b marketers or media nerds, this is a best-in-class content + social playbook worth following, studying, and emulating. Consider this little media microcosm: If someone was starting a company in 2015, you would tell them to read: TechCrunch, VentureBeat, and maybe Saastr as a deep cut. If someone is starting a company today, you tell them to follow Peter Walker at Carta, Matt Schulman at Pave, and maybe the Mercury blog for founder stories. i am continuously flabbergasted by the level of high-density information people like Peter give away for free as he essentially builds his own mini-media company on behalf of Carta. It has put the Carta brand front + center of any and all founders (Peter has 170k followers, and considering how deeply niche/technical his content is, you can bet they are Carta's ICP). This is a playbook worth following, even if you operate in a completely different industry.

This chart is a Rorschach painting - you can have 1 of 2 responses: As AI written content has surpassed human-written writing on the internet, your head goes one of 2 ways 1. "If you can't beat 'em, join 'em. This gives me all the excuse I need to use AI to do my writing." or 2. "Wow, it's going to be easy for people who can write clearly and concisely and with a real human voice to stand out in a sea of noise." I am placing big bets on those who fall into the latter category. My heart weeps for all the college students (and adults) using ChatGPT to write all of their emails and essays and memos - writing atrophy is going to become a real thing, and in two years when 80% of the content on the internet is written by AI... Those who know how to grab attention with great copywriting will have an immense leg up on the competition.

Understood.org got 437 earned placements for this article they wrote across news outlets like Aol, SF Weekly, and 435 others. Here's what content + marketing teams need to know: News outlets have relied on third-party coverage from sources like Associated Press and Reuters for over 100 years. Budgets for those wire services are shrinking, but that doesn't mean there's any less appetite for solid features that editors can run on a slow news day or to bolster out a specific section. We work with over 150 different organizations that are essentially taking their owned media and then distributing that out as earned media. Typically, stories land on 100 to 150 different news outlets, but we do occasionally see breakouts like this. This is one of the more under-covered synergies in media/marketing. --> Understood.org wants more eyeballs but doesn't care about the ad dollars from those eyeballs. --> SF Weekly and other publishers want content to help further monetize their eyeballs. The three types of content that do really well: 1) adding additional context to whatever is hot in the news right now  2) telling stories from your own proprietary unique data  3) leaning on in-house subject matter experts to create unique research and content The number of organizations investing in this strategy is skyrocketing, but sometimes seeing is believing, so I figured I would share this breakout example. Yes, you literally can earn hundreds of earned placements from content you are already producing For those curious: Original article: https://lnkd.in/eSz9q4jK Example placement on Aol: https://lnkd.in/eMQitAdF

Before I rent a sad Regus office space, I am turning to the people: does your office have an extra office for sublet? Looking to rent out a space (with closed door) in NYC between 34th and 14th. I will pay, and I can bring: - snacks - quiet + clean - positive energy at the kitchenette - someone to bullshit with about media + marketing and how brands are starting to hire journalists and building out newsrooms as a core part of their marketing strategy, and all of the different distribution tactics and ways they are measuring ROI on these efforts I feel like there are 1,000 floors of New York City office space not being used because the company has not fully returned to the office. If you have an office to rent, slide in or say hi.