Content marketing doesn’t always get the props it deserves. The process is far more intricate than taking a piece of content and throwing it up on a website—and so much happens prior to it getting to that point.
Content marketing doesn’t always get the props it deserves. The process is far more intricate than taking a piece of content and throwing it up on a website—and so much happens prior to it getting to that point.
You’re likely familiar with FOMO (Fear Of Missing Out), which is not only a widespread cultural phenomenon but also a useful marketing approach. Convincing leads/customers there’s something to be lost if they don’t jump on board (or stay on board) is a tactic as old as time but one that has butted heads with a few digital barriers as of late.
As an editor and writer, there’s nothing more cringe-worthy than reading a poorly written piece of copy—whether it’s a blog, brochure, or even a sloppy social media post. To be fair, social media often gets a pass due to character counts and the very succinct nature of that type of content. Still, there’s no excuse for careless copy, unless you’re actively trying to lose the faith of your audience.
Why would they stray?
He was one of our greatest digital visionaries, but when Bill Gates released his “Content Is King” essay in 1996, I doubt he could have forecast just how vast content’s presence would be 22 years later. We’ve transitioned from Gates’ view of online content as a burgeoning entertainment and news medium to its permeation into every aspect of our online experience—including marketing.
Running a successful company sometimes requires priorities that actually conflict with one another. Time and again I’ve encountered a current of tension between processes that generate creativity and those that build efficiency. If the tension isn’t mitigated, one will dominate, slowing the drive to the overall goal.
Tomato, tomahto; potato, potahto is one thing, but the Yanny/Laurel debate took us to a whole new level of social dichotomy.
By the time it had hit its viral peak, celebs were cat-fighting. Age-old friends were battling. Marriages were in danger of dissolution. New York Magazine editor Madison Malone Kircher summed up her thoughts in a telling tweet:
In one of my other career lives, I was responsible for helping to curate the company’s monthly newsletter. Not an e-newsletter, but a hard-copy piece of paper that went into customer’s billing statements—an indication of how long I’ve been in the game.
One of my tasks was to proofread each version per market. If a mistake weaseled its way through, there wasn’t much that could be done retroactively. E-newsletters have eased that worry considerably. How many times have you received an “oops” email in your inbox?
There is almost an endless number of anagrams to reflect how we feel or communicate in an acronym (and the emojis to accompany).
My beloved New York Times left me bereft recently. I peeled away all the sections, looking for the meaty magazine and there it was, bigger and juicier than usual!
