“When launching something new, don’t even move a muscle until you deeply understand or become your audience.”
Those words of content marketing wisdom come from Kim Caviness, senior vice president of content for TMG Custom Media and a former newspaper and magazine editor at such esteemed publications as Condé Nast Traveler.
Caviness is among today’s release of five journalists working in the field of content marketing, which also features Sparksheet editor Dan Levy, Michelle Rafter of WordCount Editorial Services, Brand Journalists’ Thomas Scott, and Suzanne McDonald of Designated Editor.
In addition to their advice, the savvy and accomplished bunch also dish on 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.
The Marketeer will release one more group of five individuals tomorrow before culling all 25 into a slideshow that will publish Monday, September 17. Get a jump start on the package by reading Part 1, Part 2, and Part 3 from earlier this week.
Dan LevyEditor, Sparksheet (Powered by Spafax)
His journalism chops: Master's degree in Journalism from Boston University. Former research assistant at the Berkman Center for Internet and Society at Harvard University.
His gig: "Spafax is a global content marketing agency, and Sparksheet is Spafax's multiplatform media and marketing magazine. We're not published on behalf of a client, and we're editorially independent, but we also serve as Spafax's incubator and an example of their thought leadership and expertise. So in some ways, we are a piece of content marketing about content marketing. It's all very meta."
His info diet: "Brain Pickings, an excellent example of curation journalism. The New Yorker, because it still serves up the best writing in the English language. The 'Planet Money' podcast, because they manage to make stories about the economy fascinating and funny. Newspapers all about local city-hall, sports, and arts coverage. And my own 'Funny People' Twitter list for a good, quick laugh in 140 characters or fewer."
His pride: "I'm very proud of the feature I wrote about content marketing in Cuba. Because who else goes to Cuba to do a story about marketing?!"
His fave tech tools: Professionally, "I really like the iA Writer app for note-taking at conferences, because it just works. And it has an 'Undo' button on the keyboard." Personally, "Flipboard, because it allows me to come home from work and consume Web content in a way that feels entirely different."
His creative inspiration: "Well, all the content sources I named above. Also, music and walks to let my mind wander. So I guess the answer would be 'my headphones.'"
His content marketing advice: "Don't underestimate the power of quality content. Brand journalism isn't copywriting or PR. It's creating original, well-informed, accurate content that people actually want to consume. The marketing part is the fact that it's your brand that's creating it. Smart readers will reward you for that."