matt higgins

Category: media

  • marketing alphabet soup

    The business world has always been plagued with jargon. Marketing seems especially inundated with the buzzword of the week as old concepts get rebranded or terms get invented for the sake of naming everything. Some terms and acronyms make sense and are helpful, but unfortunately many of these buzzwords, which…

  • influencers as media

    Whether every self-identified social media influencer is actually influential is debatable. What’s undeniable is that influencers have become a significant part of modern digital marketing. In my experience, when marketing special interest products to enthusiast audiences, the right influencers can deliver a tremendous lift in awareness for new products. Awareness…

  • content is still king

    We’ve all heard the phrase “content is king.” Bill Gates made the phrase buzzworthy when he authored an essay titled “Content is King” back in 1996. Before Gates penned his piece, the phrase was the mantra of Viacom’s Sumner Redstone. Same phrase. Two different meanings. Redstone was talking about the…

  • entertain, inspire, inform–in that order

    We are, as I’m very sure you’re well aware, in a digital age. Just about every one of us receives media digitally and does so every day. For those of us on the content creation side, this has changed the paradigm for how media needs to be put together. Not…

  • audience engagement

    Do you like being lectured? How about being pitched something over the phone? What about a conversation with a trusted, good friend that you can readily relate to and who has something interesting to say? That last one sounds like the desirable option, of course. That’s how you should approach…

  • writers on writing

    If you read enough of the writers that are considered to be the greats, you’ll quickly realize that the rules, as far as grammar goes, are made to be broken. Writers such as Hemingway and Twain took certain liberties, but they also knew good writing was no accident. Below are…

  • the most important page

    Saying the cover of a magazine is the single most important page isn’t exactly the most profound statement to be made about media. And yet many magazine architects seem to ignore the fundamentals of cover crafting. Making matters worse, covers, especially cover lines, are often the last thing checked off…