Home > Companies > Thought Leaders > Q&A with Jerrid Grimm, Co-Founder at Pressboard

Q&A with Jerrid Grimm, Co-Founder at Pressboard

Jerrid Grimm, Co-Founder at Pressboard, is an entrepreneur, marketer and co-founder of Pressboard, the story marketplace for brands and publishers.

Pick a lane. No one expects or even wants, to hear about every topic from one person.



MEDIA 7: How did you come up with the idea of Pressboard?
JERRID GRIMM: Back in 2013, I was working at an ad agency. One of our biggest clients, Best Buy, was interested in running some sponsored articles with a few local tech publishers. We planned and ran the campaign, thinking it wouldn’t be all that complicated. What we originally estimated would be a small 20-30 hour project turned into a 250-hour disaster.

The articles themselves did really well and Best Buy loved it, but it was all the work behind the scenes that was causing the issues. Near impossible to get reporting from the publishers, hard to figure out which stories were performing better for Best Buy, and way too much time spent on organizing the campaign.

I told a friend of mine, a software engineer, about the campaign and he was certain that the problems I was running into could be solved with technology. A couple of months later I quit my job at the agency and he and I started up Pressboard.

M7: What channels do you think are the most relevant for Content Marketing? How do you gauge which ones are the most promising, given your target customers?
JG: Social media is by far the most efficient way to get a story out to the masses. Your social feed, whether it’s Facebook, Instagram or Twitter is built for content. The built-in sharing means that a great story can take on a life of its own, and the data you get back, from views to reactions and comments is a treasure trove of information. The key is to first figure out what story you want to tell and then deciding who is the best person to tell that story. Sometimes it can come from the brand, sharing a new initiative they started in a local community, sometimes it’s best to work with a media company like The New York Times to build out a report on how a company is changing the face of finance through technology. It may even work best for it to come from an influencer that has credibility in a specific field or passion. The story, Storyteller, Social, the 3 S’s of Content Marketing.


Decide what you are knowledgeable about, and topics that you are passionate enough to continue to learn about and write about those topics. There is no shortage of content in the world, but there is always a shortage of great content.



M7: What challenges do you face while handling and maintaining such a highly developed AI platform?
JG: The beauty of technology such as ours is the ability to capture billions of data points, or “Signals”, all at once. The challenge is being able to parse through those billions of data points and surface a single insight.
What do all of these signals really mean? If a story about travel is being shared widely on Facebook but very few people are actually booking a trip, why is that happening? Maybe it's something obvious, like a broken link in the post, but maybe it’s something more nuanced. What if people are sharing the post because it has a beautiful image of a beach, but no one is actually reading about the destination itself or is even in the market for a trip? Our job is to bring together social data, web data, user actions, and more and make it easy to understand. Making something simple is often incredibly hard.

M7: What do you believe are the top three marketing challenges taking place in the post COVID-19 era?
JG: 1. Truth: Misinformation isn’t a new phenomenon, but it has reached a dangerous scale. It has become easy for anybody to pretend to be someone they’re not and spread false information to anyone in the world. When no one can tell what’s true, it’s hard to trust anyone or anything. And that includes brands and their marketing.

2. Brands as Badges: People identify with the brands that they buy and in the last few years we’ve seen people even choose brands based on their political beliefs. Nike isn��t aligned with a political party, but liberals will often wear the swoosh as a symbol of support for Colin Kaepernick and his protests again racial inequality. The challenge for brands is the lack of control they have over who decides to take on their logo as a symbol. I doubt that Patagonia set out to be the preferred vest of the uber-rich Venture Capitalist crowd. IN fact their mission would seem to be the opposite, but now someone even made a VC starter kit that includes one.

3. Privacy: It’s great for people, it’s terrible for brands. For years marketers have been able to target their ads to people based on anything from what they buy, to the websites they visit, to the people they follow. Movies such as The Social Dilemma have brought out the ad industries dirty secrets and now big companies like Apple, Google and Facebook are either choosing, or being forced by governments, to stop collecting personal information. It’s a big win for privacy but it fundamentally changes the way advertising targeting has worked since the beginning of the internet.


The Story, Storyteller, and Social are the 3 S’s of Content Marketing.



M7: What marketing strategies are you are looking forward to implementing in order to overcome them?
JG: Pressboard is a relatively new company, and we saw these trends coming years ago. We intentionally built our ad technologies without the need for cookies or collecting personally identifiable information. We specifically focused on content marketing, instead of banner ads because we believed that brands would need to tell people about more than their features and pricing, that they would need to tell stories of who they were and what they were about.

The beauty of content is that it finds its own audience. Runners will read stories about running. Investors will read stories about trends in the market. Tell a great story and it will find the people that want to hear it.

M7: You are extremely active on social media sites and a regular blogger at Forbes and Entrepreneur. What is your secret to maintaining a healthy balance between work and such productive commitments?
JG: We build content marketing software and so it’s natural that our own marketing would be focused on content as well. Whether it’s a blog post on our site, a thought leadership piece on Forbes, or a weekly newsletter to our customers, it’s all the same thing, passing along interesting stories that we think our customers, current and future, will care about.

M7: Your advice to the professional writers for effective content curation?
JG: Pick a lane. No one expects or even wants, to hear about every topic from one person. Sure, I could write about the best places to eat in New York, but should I? Decide what you are knowledgeable about, and topics that you are passionate enough to continue to learn about and write about those topics. There is no shortage of content in the world, but there is always a shortage of great content.

ABOUT PRESSBOARD

Pressboard builds award-winning tools for content creators, from The New York Times to your local blogger. You create incredible content and our tools help you analyze it, promote it and report on its success.

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Announced during AWS re:Invent 2023, the Geo and Global AWS Distributor Partner of the Year Awards shine the spotlight on Ingram Micro’s high-performing team and continued investments in advanced AWS technical talent, professional services and cloud migration competencies. “Through a strategic alliance with AWS, Ingram Micro has played a pivotal role in empowering Keystone Technologies to take the lead in healthcare EHR data solutions,” says Andy Belval, Chief Revenue Officer, Keystone Technologies. “Ingram Micro’s expertise in cloud solutions, coupled with a dedicated relational partner approach, not only enhances their own business value but also significantly contributes to Keystone Technologies’ ability to deliver better outcomes and cost savings for our healthcare customers.” In 2023, Ingram Micro’s AWS business continued to grow with more and more partners leveraging Ingram Micro to progress through their AWS Partner Network (APN) journey. Ingram Micro navigates AWS partners through APN programs while also expanding their services capabilities including assessment, design, deployment, and management of cloud migrations with greater speed. Additional differentiators to Ingram Micro’s success with AWS channel partners include its wide and deep executive relationships, as well as its Center of Excellence, strategic acquisitions of technical talent, and expansion of its Professional Services portfolio as it relates to cloud and migration services. “Ingram Micro’s early adoption of Cloud, understanding of an entrepreneur's needs and focus on the success for us to become one of their largest AWS resellers is what we were looking for in a distribution partner to grow our business and improve our value in the eyes of our customers,” says Dao Jensen, CEO of Oak Rocket. Ingram Micro provides channel partners access to experienced talent and professional services that can help them accelerate the customer cloud adoption journey including the technical personnel, tools, education, technology, and technical support needed to ideate, deploy, and manage AWS solutions. “AWS is a gold mine of opportunity for an MSP yet remains a heavy lift for most,” says Duncan Robinson, vice president, growth partnerships, Ingram Micro. “We’re here to help our channel partners optimize their sales cycle and effectively design, deploy, and manage AWS solutions that improve the customer’s experience, performance, reliability, and agility, while reducing the total cost of ownership.” Ingram Micro’s long-standing and successful relationship with AWS includes earning several AWS Competency and AWS Service Delivery designations in recent years, including being the first global distributor to earn the AWS Migration Competency and more recently being awarded the AWS Data & Analytics Competency. Other designations include the AWS Cloud Management Tools (CMT) Competency, the AWS DevOps Consulting Competency, and the AWS Config Service Delivery designation. “The experience that Mxmart has had working with Ingram Micro as a strategic partner of AWS has been fundamental for our growth,” says Dario Gomez, CEO Mxmart Solutions. “The support we’ve received technically, commercially, and via programs has added invaluable strength to our company.” About Ingram Micro Ingram Micro is the business behind the world’s brands with the ability to reach nearly 90 percent of the world’s population. Our diverse solutions portfolio includes advanced and specialty solutions, cloud, mobility, and commercial/consumer technologies, while enabling a global circular economy with full-service IT Asset Disposition and reverse logistics and repair services. Leveraging investments in technical, financial, and marketing resources, Ingram Micro helps customers run their businesses better and grow their technology practices faster. Ingram Micro operates in 59 countries and reaches close to 200 countries. We have approximately 26,000 associates committed to providing our more than 161,000 customers and 1,500 vendor partners worldwide with a superior experience. Our fully digital, AI-driven business platform, known as Ingram Micro Xvantage™, eliminates the friction of doing business in IT and allows our customers to have a more insightful experience both buying and managing technology. We are also fully committed to being a global steward with world-class ESG practices.

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