Do name-brand journalists still require the backing of name-brand media outlets?
Recent headlines strongly indicate that the byline is being rapidly decoupled from the masthead. Glenn Greenwald left The Guardian to start his own media venture, backed by eBay founder Pierre Omidyar. Technology veteran Walt Mossberg, together with the redoubtable Kara Swisher, are walking out of the Dow Jones/Wall Street Journal door, taking the AllThingsD team with them. David Pogue abandoned the venerable New York Times for (of all possible media properties) Yahoo. And, most recently, Rick Berke is to leave the New York Times for Politico.
The quality these journalists have in common is a degree of brand value so high that it can be decoupled from the media property that launched and/or fostered it (and leveraged to support other endeavors). These are journalists who have become true influencers.
Influencers are influential individuals with an above-average impact on (some niche within) society. An influencer can be anyone from an international pop celebrity like Justin Bieber to a niche industry celebrity like Danny Sullivan.
Leveraging Niche Industry Influencers
A prime example of a niche industry influencer is Duncan Epping, a VMware engineer and blogger who’s mobbed by autograph seekers whenever he appears at an event. You’ve likely never heard of Epping, and you’re not alone — I hadn’t either, until I learned about him fromJohn Troyer, VMware’s social media evangelist.
Continued at: http://marketingland.com/content-why-influence-matters-62517