How do you create content? Plan for it? Identify what will resonate with your audience? Marketers need to think of themselves as content producers and publishers. They’re all trying to come up with a story that has an angle and narrative to provide insight or leadership.
Today, we’re talking to Clint Schaff, vice president of strategy and research at the Los Angeles Times. Clint is a dynamic marketer and journalist who offers his perspective on marketers as content creators and publishers, and journalists and media storytellers as marketers. He shares processes around content planning, creation, and promotion.
Some of the highlights of the show include:
Links:
Quotes by Clint Schaff:
“It’s about content creation that’s meant to serve an advocacy for something. Advocacy for communications, whether that’d be for a brand or a cause or an idea or story.”
“If you create amazing, impeccable journalism, but no one reads it, and you haven’t figured out how to meet a need in the market, well, that’s not a very good business.”
“Our whole brand is based on credibility and trust.”
“We’re turning on the dials, trying every possible way to get eyeballs on our content that people need to see.”