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And that’s a wrap of the week ending Sept. 27, 2019
This week I’m thinking about how winning the “yes” is simply the opening salvo of any content revolution. I delve into the evolution of what we think of as a magazine and what that says about the importance of shared definitions. I query Doug Kessler, one of content marketing’s original rebels, about what happens when disruptors lose their cool factor. Lastly, I offer a resource for all the plans you need to create a complete editorial strategy for your own revolution.
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Let’s get this week’s show – recorded as I travel around Europe – underway.
- One deep thought (4:40): What happens when (as Billy Madison so ineloquently put it) the puppy becomes the dog and the industry becomes the revolution? As hard as getting buy-in for your content revolution is, getting that yes is the easy part. Now you must channel the excitement of the revolution into a governed, scalable system – without losing the highly creative spirit that got you there. Even Genghis Khan recognized that struggle according to a quote often attributed to him: “Conquering the world on horseback is easy; it is dismounting and governing that is hard.”
- A fresh take on the news (9:50): What is a TV – is it a device or is it a service? What is a white paper? An e-book? A blog post? An article? I started thinking about these definitions (and the impact they have on content marketing teams) after reading a piece called It’s Time to Rethink Our Definition of a Magazine.
The article opens by describing how the shift from print to digital challenges our concept of a “magazine.” It contrasts the traditional definition with the current iteration of Glamour, a once-traditional print magazine that’s undergone an extreme digital transformation. It’s a fascinating read that brought up all kinds of questions I see content marketing clients struggling with – and I share my take on why common definitions really do matter.
Common definitions really do matter, says @Robert_Rose. #WeeklyWrap Click To Tweet- This week’s person making a difference in content (14:14): I took advantage of being in London this week to sit down with Doug Kessler, one of the most annoyingly talented and creative minds in marketing. Doug is co-founder of the London-based agency Velocity Partners (whose clients are mostly U.S-based). Doug started his career at Ogilvy & Mather, working on accounts for soap and fabric softener and other consumer goods that bored him rigid. Since he jumped ship to specialize in B2B, Doug’s been a speaker at marketing events all over the world and is a prolific writer on all things marketing, content, tech, strategy, and creativity.
Our conversation ranges from the dangers of winning your revolution, of deadening your content mojo with layers of process, and of running out of tea in London. On a less scary note, we talk about companies that won their revolution and still found something worthy to keep the rebel spirits high and how killer stories can solve (almost) all marketing problems.
Killer stories can solve (almost) all #marketing problems, says @Robert_Rose. #WeeklyWrap Click To TweetListen in to our talk, then get to know Doug better:
- Read his legendary post Crap: The Single Biggest Threat to B2B Content Marketing. (See also Stakeholder Through the Heart, which he mentioned in our discussion.)
- Visit velocitypartners.com.
- Follow @velocitytweets on Twitter.
- One content marketing idea you can use (34:20): Finally, I’d love for you to visit (or revisit) this post on Content Marketing Institute’s blog: Got a Plan? Content Marketing Success Demands It. The updated guide by CMI’s Jodi Harris covers all the components of a great editorial plan, including guidelines, governance, editorial style, tone, and operational workflows. In fact, her section on workflow is my favorite part – because defining steps, sign-off, and stakeholders can help you avoid potential breakdowns and bottlenecks at every turn.
Love for this week’s sponsor: The Content Advisory
If you’ve won your “yes” and are wondering “now what?,” we can help. TCA is the consulting and education group of CMI. My team and I have helped more than 250 companies figure out the whats, whys, and hows of content marketing and content strategy.
If you need an educational master class for your team, a briefing for your executives, or a full-on consultation on your governing content strategy, check us out at tca.inc.
The wrap-up
Tune in next week for another deep thought, a fresh take on the news, an interview with one brilliant person making a difference in content, and a great content marketing idea you can use. And it’s all delivered in a little less time than it takes Fleabag to win another Emmy.
We so appreciate all the love you’re giving our weekly play on words, and we’d sure love for you to review it and share it. Hashtag us up on Twitter: #WeeklyWrap.
It’s your story. Tell it well.
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Cover image by Joseph Kalinowski/Content Marketing Institute
