Welcome to the very first edition of the Scribewise Friday Afternoon Timewaster! We’re starting this weekly roundup because there’s so much information out there, especially about marketing and content, that it can be difficult to figure out what’s worth reading and what isn’t. Every Friday Afternoon Timewaster we’ll share a few articles we feel are “can’t miss” if you’re a marketing or PR professional.
So, rather than sifting through annoying political posts on Facebook this afternoon, dig into these articles.
1. Life in the Fast Lane
This piece from Content Marketing Institute called “How to Get Your Fast Content Out of the Slow Lane” covers the sometimes painful approval process a lot of companies go through when they launch a content program. It’s going to be difficult to make a content marketing and social program work if you’re getting approval for every single tweet, Facebook post or Instagram picture.
Instead, Robert Rose, chief content advisor for Content Marketing Institute, proposes using a stoplight system to determine how content approvals work: Red light content is slow and needs full approval, yellow light content is fast and needs few approvals, and green light content needs no approval at all.
2.Back from the Dead?
Digiday posted “Newsletter editors are the new important person in newsrooms” to prove to us all that email is, in fact, not dead.
We don’t really think it ever died, but it did take a hit as smartphones rose to power and email marketers struggled to adjust to smaller mobile screens. Now, email marketing campaigns abound, as do email newsletters, which help readers figure out what’s new and worth reading. And so the “Newsletter Editor” job came to be.
3. Power to the People
This week, Roger West reminds us to consider who our audience really is with “The C-Suite Might Not Be Your Sweet Spot.”
While it can be tempting to go after CEOs and CMOs with your content, sometimes it might make more sense to focus on a Digital Marketing Manager or even an Art Director. Sure, the executives hold the purse strings, but managers and specialists are probably dealing with the problems you can help them solve everyday. This blog post is a nice remind to take a good, hard look at your audience if you haven’t thought about it for awhile.