“Think bigger than the next sales cycle,” advises Jesse Noyes. “It’s about building a reputation today that will help you prosper many quarters from now. Besides having sound ethical principles, content is your best means to establishing this reputation.”
The managing editor of Eloqua is among today’s release of five journalists working in content marketing, along with Raytheon’s Chris Hawley, Ilana Weitzman of enRoute magazine (Spafax Canada), freelance consultant Fiona McIntosh, and Weidert Group’s Sean Johnson.
Aside from advice for others considering content as a marketing strategy, we asked these pros about the roles they play in their organizations’ content marketing efforts; their information diets; the content they’re most proud of creating; their favorite tech and software tools; and where they find inspiration for content.
Ilana WeitzmanEditor-in-chief, Air Canada's enRoute magazine (produced by Spafax Canada
Her journalism chops: Former fashion magazine editor and book editor.
Her gig: "enRoute magazine is onboard every Air Canada flight. Essentially, I orchestrate and oversee the work of a talented team of editors and designers. The scope of my job ranges from determining the story lineup for the year to reading every word of every feature in both French and English, along with trouble-shooting writers’ trips (hurricane weather and missed connections included). Recently, I helped one of our panicked editors locate a last-minute Spanish culinary interpreter for an interview with Albert Adria in Barcelona."
Her info diet: "I’m still a big fan of old-school paper. I predictably read every travel mag, including the British version of Conde Nast Traveller, to keep abreast of what our competitors are up to, but also The New Yorker and The New York Times Magazine for a constant reminder of the power of great narrative writing."
Her pride: "My favorite experience was working with one of the world’s best food writers, Alan Richman, on a piece about Greek cuisine. We sent him with Costas Spilliadis of the Milos restaurant empire to hunt down the seven iconic dishes of Greece. It was a buddy-story-meets-road-trip, though that 'road' trip also included planes and a private yacht. It was quite the adventure: They came across a winemaker whose dog collected wild eggs in its mouth, which ended up in their lunch. The feature won a prestigious Bert Greene award for culinary writing, beating out The New York Times and Saveur in the same category."
Her favorite tech tools: Professionally, "Google Maps. Unfortunately, it’s replacing my own geographic memory cache. And I was invited to be on my high school’s Worldly Wise geography team, so it’s sad that I’m losing my mapping chops." Personally, "anything that entertains my toddler on a long flight."
Her creative inspiration: "I look to my team and our talented roster of writers. In our industry, we also watch for hotel openings as an indicator of where people will be headed next."
Her content marketing advice: "Don’t use content to sell—people know when they’re just being delivered marketing messages. Use intelligent, well-crafted content to engage an audience with your brand."