Talking About Everything With Harry Hawk.

A few weeks ago I spoke with Michael (Mike) McEuen about how to buy and optimize online advertising. Mike really knows this topic because he has worked on all sides of paid advertising triangle. He has been on the sell side with Gannett Papers, on the AdTech side with the company AdStages, and today he is on the buying side at DoubleDutch. In the world of Inbound marketing were quality content rules the roost, you might think that paid advertising and those who earn their living buying or selling ads might feel competitive pressure but Mike makes it really clear that the best place to focus the starting point of a digital promotion is amazing organic content. Mike makes it clear you should be working with your sales staff and agreed with me when I talked about the value of the PR team in terms of storytelling and audience building. Mike sees organic content as part of the validation or optimization process that every digital effort needs. That is, organic content validates both the message and the audience a