Hot Off The Press: Why Eloqua Hired A Journalist

by Michelle McGinnis on Monday, November 8, 2010 in Content Marketing

Journalism is in my blood. I started my career at a tabloid daily where the smell of hot ink permeated the air, reporters rolled up their sleeves, and a symphony of ringing phones carried on day and night.
So you might be wondering: What am I doing at Eloqua?
Well, when I first began covering business at the Boston Herald it was during a time of seismic upheaval. As a cub reporter charged with covering media, marketing and new technologies, it was clear the traditional press wasn’t just competing with bloggers and citizen journalists. The very businesses we were tasked with following wanted in on the game, too.
The flight to the Internet gave companies the opportunity to generate buzz, get in front of the news and connect directly with their desired audience. But the truly innovative businesses go a step further and produce content that informs, educates and entertains an entire market.
Enter Eloqua. Our goal here is to create content that will challenge long-held assumptions, introduce thought leaders and impact pivotal decisions. That led the company to take the unprecedented step of bringing a journalist in-house.
The Corporate Reporter role is a new one. My task is to drill down within the company and the industry to find the stories that too often go untold. I will profile brands and the people that work for them. And I will attempt to explain game-changing trends as they happen.
It’s a departure of sorts from the journalism I have done in the past. But one thing that hasn’t changed is how much I depend on sources to supply me with the leads and topics that eventually turn into compelling narratives.
Here’s your chance to weigh in. What are the ideas and issues that will alter the industry today, next month or even a year from now? Which technologies are disrupting your market? Is there one story you’ve been itching to read about in the press? As I attempt to deliver fresh perspectives and concepts, please consider this the place to sound off.
Let the conversation begin…


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