It's time for the Marketing Tip of the Week, a feature dedicated to helping marketers get that extra edge.
This week's tip: Think like an executive editor.
Executive editors are publishing's heavy-hitters. They have a lot of responsibility, but one of their main roles has to do with content. It's the executive editor who decides what's worthy of publishing and what's not.
This week's tip is based on their selection criteria; namely, editors only publish content that their audience is interested in. The really good ones are maniacal about this. They know their audience and will move heaven and earth to publish great content. Conversely, they don't worry about whose feelings get hurt when they have to kill weak stories or misguided pieces.
It sounds pretty obvious. But, think for a minute about your publishing platforms: your web site, sales literature and other marketing collateral. Ask yourself, are they full of content that your readers want to read? Be honest.
When a prospect lands on your web site they should feel like they've found a gold mine, like they've just found a rich resource that will help them do the things that matter to them. That's what an executive editor aims to do. She wants you to engage her publication and feel like you just found your soul mate. She wants you to think of her publication as the best resource and she wants you to keep coming back, day after day, year after year.
When creating your next communication piece, be it a pamphlet, video or case study, create it with the executive editor's mindset. Create something that gives your audience what they want and something that will keep them coming back for more.
Note: Post illustration created by Bob Wright Creative illustrator, Ken Townsend