Featured on Fast Company
The executive editor of a popular online news site recently uploaded a photo of a poster Instagram that read, “I’ll be interested, if you’ll be interesting.” The photo caption explained that this sentiment echoes her “operating policy.” There you have it–a simple, yet impactful peek into the mind of an editor-in-chief.
Nowadays anyone can publish, but not everyone is interesting. As the proverbial cloud gets cloudier, companies are challenged to emerge above the turbulent noise of online chatter to the sunny calm where brands, media, influencers, and consumers work together to create meaning, value, and connection. These days, developing a successful online presence requires approaching traditional digital efforts like link-building, web traffic, lead generation, and sales from a decidedly more editorial, content-rich approach: a hybrid marketing and storytelling strategy that drives customer actions by creating, documenting, distributing, and optimizing content. Some companies have created their own internal content development departments or are working with agencies to create everything from infographics to documentaries that highlight where the values, interests, and personality of brand and customer overlap. Coca Cola believes so strongly in the power of content that they are relying on this approach to help them double the size of their business by 2020.
While your office probably looks a lot different than a newsroom, approaching content strategy by thinking like a magazine publisher or a television producer is an effective way to approach content development and promotion. Utilizing influential voices to develop and promote content can help ensure that you meet the first requirement of securing readership and viewers–be interesting.
While the thought of adding on tactics like video or even Pinterest may seem like daunting tasks, and difficult to prioritize, the good news is that there is already a powerful ecosystem of influencers connected to your brand that can help support your efforts. Here are some behind the scenes considerations when determining who can help be your voice:
With more brands developing more and more content, we will naturally reach a point of over-saturation where only the very best stories will make an impact. As such, it is absolutely crucial to begin to refine and optimize current content marketing practices. Also, with the line blurring between marketing or brand managers and content developers, it’s worth noting that those best suited for positions in content marketing have a rare combination of business and marketing acumen, digital savvy, as well as journalism, public relations, film, and even creative writing. For those with this mega-mix, employment opportunities abound.