My Migration Strategy: Search Friendly, Multimedia Content

Bob Hoffman of Hoffman/Lewis and I had breakfast this morning in downtown Portland. One of the things Bob said that really resonates with me is: “There’s money to be made in the cracks.”

So true.

Last Wednesday, I had lunch on NW 23rd with another agency principal, Kent J. Lewis of Anvil Media. I don’t know if search marketing is “a crack,” but no one’s turning off the hose in Kent’s world. Quite the contrary. Lewis is starting another company, Formic Media, to address the search marketing needs of small businesses.


I asked both gentlemen what they thought about how I’m presently positioned in the market. Kent suggested I bundle search marketing and social media to my content strategy expertise and “go sell it to every agency in town.”

I like big thinkers, and these two serial entrepreneurs are big thinkers.

Bob suggested I find ways to monetize AdPulp. We also talked about my taking a more news-oriented editorial direction, since the bloatosphere already offers opinions aplenty.

I said I’m very interested in starting a content company that develops its own media brands like AdPulp, while also working with clients directly (or through their agencies) to develop branded multimedia content on their behalf.

I’m wondering what other sage advice is available to me via this forum. If you have some, I’d love to hear it.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.