Published By:
643

Over the last 20 years, marketing has evolved at a tremendous pace, and the transition from outbound marketing to inbound marketing is in full stride. This isn’t just one marketer’s opinion, either: Cornerstone brands like Coca-Cola and Procter and Gamble are shifting budgets, dropping outbound agencies or laying off marketers. Many big outbound agencies are experiencing shrinking contracts, reduced opportunity or, in some cases, looming bankruptcy. This is a reflection of today’s new marketing reality – outbound is being displaced by inbound, permission-based marketing strategies.

A Marketing Director’s Rant

Unfortunately, the curriculum taught in today’s universities does not reflect the above reality. Not one resume from a 2013 marketing graduate on my desk contains a single social media account, blog or website URL. These are bare-minimum requirements to work as a marketer today. When asked, every candidate has openly admitted that they don’t read any blogs.

The interview process proved what the resumes hinted at – that today’s marketing graduates have virtually zero Internet marketing training or knowledge. Industry terms like inbound marketing, content marketing and search engine marketing may solicit nothing but blank stares.

The marketing classes of 2013 are fluent when discussing markets, personas and outbound tactics. But that’s the easy stuff to teach and train. I’d much rather have someone who has been robustly exposed to Internet marketing and blogging during their formal education.

Journalism Professors are My New Best Friends

The last few years have solidified content marketing as the number one strategy for building community and driving traffic, conversions and customers from all inbound web channels. Additionally, 64% of B2B marketers cite producing enough content as a challenge. Since universities aren’t teaching Internet marketing in a robust way, the next best skill set to hire is that of a journalist.

Having journalists in an agency’s marketing department has many advantages. Not only do journalists have the ability to interview the multitude of subject matter experts in an organization, they can write copious amounts of problem-solving content for the blog, whitepapers, and ebooks. The content creation process will serve as their Internet marketing training.

The Fix

Universities should start scouring the country for true Internet marketing thought leaders and hire them. It’s critical that these professors keep one foot in the industry and one in academia because of the fluid nature of the Internet and technology. Another potential solution is for current professors to reach out to the local experts in the community and invite them to speak regularly throughout the semester.

As the displacement of outbound to inbound continues, the above curriculum fix will undoubtedly prepare marketing graduates for better careers in many marketing departments throughout the country. Universities aren’t doing their marketing students any favors with today’s curriculum. As long as traditional marketing education remains steeped in Mad Men marketing, I’ll be looking to hire journalists.

 

revcontent-98%-of-sites-get-denied-are-you-in-the-2%
643

Sponsored Resources

Want more resources

View all Resources




Most Read

Contributors

Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
Jay Baer Marketing Strategist, Speaker and Author
Gini Dietrich CEO Arment Dietrich
Jason Falls Social Media & Public Relations Thought Leader
Joe Beccalori CEO Interact Marketing
Ann Smarty Brand & Community Manager
Brianne Carlon Rush Content Director Kuno Creative
Janine Popick Co-founder & CMO Dasheroo
Arnie Kuenn CEO Vertical Measures
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
Jayson DeMers Founder & CEO AudienceBloom
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Michael Ferrari Marketing Consultant Pen Cap Online Marketing
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media
Kelsey Libert Marketing VP & Partner Frac.tl
Dan Steiner Co-Founder & CEO Elite Legal Marketing
Joydeep Bhattacharya Relevance Contributor SEOsandwitch.com
Jonah Bliss Founder CMO ContentIntent
Andrea Lehr Promotions Supervisor Fractl
Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Justin Spicer Content Researcher, Producer & Editor
Michael Becker Marketing Support Spec. Teradata
Anna Johansson Freelance Writer
Amanda DiSilvestro Content Editor and Writer HigherVisibility
Sujay Maheshwari Founder & CEO Netcurate.com
Kelly Coulter Online Marketing Strategist
Taylor Radey Senior Consultant PR 20/20
Rodger Johnson Public Relations Leader & Consultant
Simon Penson Founder & Managing Dir. Zazzle Media
Danielle Wolter Nolan Co-Owner
Fernando Cuscuela Founder & CEO Everypost
Kelly Smith Content Manager CourseFinder
John McTigue EVP Kuno Creative
Yogita Arora Content Strategist Zoomph
Jordan Teicher Associate Editor Contently
Jonathan Crowl Digital Marketing Writer & Editor
Brian Honigman Marketing Consultant, Writer & Professional Speaker Skyword
Katherine Halek Content Strategist Signazon.com
Amanda Drinker Dooley Community Product Marketing Manager Netline
Anton Rius Digital Marketing Consultant More Than Metrics
Matthew Zajechowski Outreach Manager Digital Third Coast
Kevin Bailey Co-founder DigitalRelevance
Peter Chen Digital Marketing Consultant DigitalRelevance
Luana Spinetti Multi-Specialized Freelancer
Kyle Harper Writer Skyword
Elad Natanson Founder appnext
Maël Roth Content & Inbound Marketer Park7
Quin Woodward Pu Marketing Director Audienti
Greg Shuey Co-Founder Stryde
Jean Bansemer CEO My Web Writers
Owen Andrew Journalist
Luke Kintigh Global Content & Media Strategist Intel

In case you missed

Read more of the latest news and insights from thought leaders in content promotion and distribution.

Subscribe


Get the latest content promotion news and insights everyday.

Champion Sponsor

Relevance is proud to present our Champion Sponsor that helps make our site possible.

Cision Logo

© 2017 Relevance | Content Promotion News & Insights

Connect with RELEVANCE

Thank you for subscribing Your subscription has been confirmed.