I’ve Been a Publicist for 15 Years—These Are My Top Tips for Getting Buzzworthy Press
Spread the word.
Launching a business is one thing, but generating buzz around a business is another thing entirely. In fact, one of the most common questions we get from entrepreneurs, small business owners, and brand builders at both our digital and IRL events (and even on our social media channels!) is: How do I get buzzworthy press? So, to help answer that question, of course, we tapped our network of public relations pros.
Ahead, 17 publicists share their top tips for grabbing an editor’s attention. From writing a subject line that gets a response to securing an interview for their clients, the pros divulge their tried-and-true methods for crafting cold emails that stand out from the crowd, building relationships with media, and more. Scroll on for a masterclass in public relations (and grab a pen because, trust us, you’re going to want to take notes!).
Taylor Osumi
Account Supervisor at Autumn Communications
Experience: 9 years
The Tip: Do your homework! I know it sounds so cliché, but knowing not only what editors cover but how can mean the difference between an immediate pass or a potential story for a client. Make sure to skim topical news each morning and take the extra time to connect the dots and show why and HOW it can ladder back to your client in a meaningful way that audiences will care about. As a gut check, I always ask myself, “If I were skimming the online headlines and news, would this story angle I’m pitching or client news I’m sharing get me to pause and click to read further as a consumer?”
Why It Works: Too often it may seem enticing to take the quick and easy route as a publicist, but it’s easy to forget that media are receiving hundreds of pitches a day on top of meeting their writing deadlines and fulfilling project tasks. I also always remind junior staff that media are people too—there is (really!) a person behind the email address who has passions and interests. Build a rapport with editors and make the effort to establish a true human connection with someone you pitch and interact with frequently—it truly goes the extra mile. Some of my favorite and strongest media relationships have been with people I’ve worked with digitally for YEARS, but have admittedly only met a few times in real life.
Meghan Patke
President and CEO of Modern Currency PR
Experience: 16 years
The Tip: Be authentic.
Why It Works: I always try and encourage my team to step into the journalist’s shoes and ask yourself what you are trying to convey, and why this is a compelling story?
Practice active listening and reading; be informed of what’s out there and take your time.
If you can work your way back from the end goal, and feel confident that you have a timely and compelling “hook,” the rest just flows naturally. You never really need to force a good pitch or idea, and being authentic, well researched and read, and taking your time and enjoying the process of being a storyteller and brand-builder on behalf of your clients is a joyous process. I’m the daughter of academics and English professors, and love getting lost in the art of good writing and storytelling, and to take one’s time in crafting an idea, all in service of advocating for your clients, most of whom have truly remarkable and noteworthy stories to tell. A true privilege to be entrusted with such a responsibility, day in and day out.
Also, another good rule of thumb, quality oftentimes trumps quantity. No longer are we living in a day and age where a press release distributed over a wire service is as compelling or lands your story more visibility. Your goal is to be heard above the noise in this overly saturated market of news and content.
Oftentimes, you work tirelessly for months with one journalist and media outlet on one single long-form story that so beautifully captures the spirit of the client and experience—it’s so well worth it, and something I truly treasure. And as always, keep the long game in mind.
Kamari Guthrie
Founder and CEO of Kamari Chelsea
Experience: 16 years
The Tip: I tell my clients who are looking to get noticed, "Do something radically good." Millennials and Gen Z now make up billions in consumer spending, and they are most loyal to brands that are going beyond authenticity, and status quo charity. They're falling in love with brands that are leaning in and radically adjusting their strategy to do the right thing. For example, if a brand is the first to start including more diverse people in their ads and ethos (think Barbie or Calvin Klein's latest ads with Chika), or if a brand is treating its employees with fair pay, respect, equity, and inclusion (think Jose Andres paying his furloughed employees during the COVID pandemic), it is more likely to become buzzworthy than a brand that simply donates proceeds of a product one-time or occasionally does employee volunteer days. Think about how your brand can create a "blue ocean strategy" that sets them apart by doing something wildly impactful and good for their industry and society as a whole.
Why It Works: The number one reason this works is that Millennial and Gen Z buyers are the most socially conscious shoppers we've seen, and they want to hear more about brands that are doing the right thing. 93% of global consumers want to see more of the brands they use support worthy social and/or environmental issues. More and more, reporters look for opportunities to tell stories about brands that exemplify "radical good."
Sophie Weill
Founder of Nude Nation
Experience: 11 years
The Tip: This might sound cliché, but the best tip for getting buzzworthy press is being discerning when it comes to who you represent and only taking on clients you are entirely aligned with and believe in. I'd also say that aside from having your finger on the pulse of what is relevant and understanding the mindset of the consumer, the second most important thing is really understanding the demographic of the outlet you are pitching and what type of content gets them the most traction.
Why It Works: Only taking on clients you believe in wholeheartedly works because if you don't, that lack of authenticity will translate in every pitch, you won't be as creative and the editor will see right through ultimately resulting in lack of coverage. When it comes to deeply understanding the outlet and what does well for them this works because, at the end of the day, the outlet is looking for content that resonates with their community and is going to get them the most eyeballs. If your client can offer expertise, a product/service, a testimony or a story that will help the outlet achieve that, then it is more likely than not that they will be interested in running it.
Danielle Alvarez
Founder and CEO of The Bonita Project
Experience: 10 years
The Tip: My tip for getting buzzworthy press is a catchy email subject line and a short upfront, with bullet points that give the press some angle options on how to cover my client. Put your editorial shoes on and think what an editor would headline the story and what they'd want to cover—make their job easier.
Why It Works: I compete with so many other publicists to grasp an editor's attention, and while sometimes my emails get ignored, the ones that don't are because the subject line enticed them to open my email and I kept the upfront short. Sometimes we want to share too much but it can become an overwhelming read. Make it short, sweet, and use bullet points. It's easier to read and gets the pitch straight to the point.
Amanda Jacobs
SVP of AZIONE PR
Experience: 13 years
The Tip: Craft a compelling story, and remember that media covers the news.
Why It Works: A lot of markets are crowded, and for most consumer goods, something similar usually already exists out there so you need to have a strong story and brand narrative that separates your brand from what’s on the market. When pitching a new product or idea, I always ensure the story I’m telling highlights the key points of differentiation; why is this brand/product better than anything else the editor has heard of? I like to remind clients that "media covers the news” and if we don’t have news to talk about, how can we creatively craft a story that positions a brand to culturally relevant news? For example, I like to think about how we can lean into specific narratives or trends that we're seeing in the marketplace, and how our clients are driving those trends and tapping into the cultural zeitgeist.
Alysha Light
Founder of FLIGHT PR and co-founder of Joint PR
Experience: 15 years
The Tip: Share your expertise! Establishing yourself as a thought leader is PR gold. And what’s great about this is you don’t have to do this with every media outlet—even becoming a go-to with just a few in your industry can do wonders for your business and your brand.
Why It Works: Think about what it’s like for writers and journalists today, especially in light of the pandemic when many have seen their colleagues and teams cut or furloughed. They are literally pitched hundreds of times a day, with 99% of people just vying for their attention. You stand out from the crowd if you make it less about what you can get and more about what you can give, both to the writer and also to their readers. Be willing to share your expertise, unique insights, and point of view.
Simona Rozhko
Founder and CEO of evna media
Experience: 9 years
The Tip: Know who you're pitching editor-wise and have a solid understanding of the reader of the outlet you're pitching. It's not a one size fits all approach. There are different types of editors at every publication; features editors, deputy editors, associate editors, managing editors, directors, etc. Similarly, there are different demographics and lifestyle habits of readers at each outlet. While stories and angles can overlap sometimes, it's important for publicists to keep grooming their research and be diligent about the pitch angle they're sending to an editor and their respective outlet.
Why It Works: If you're not already close with the editor, they will feel a sense of thoughtfulness from you knowing what their lane is. The worst thing is getting pitched something that doesn't fall into their vertical or vein. The more you can relate your client, brand, or product to an editor and outlet's reader the more it makes sense for them to be featured. This works for evna media pitching strategies a lot. You should be pitching smarter, not harder. It's a two-way street though, editors need publicists just as much as publicists need editors. We run into responses like "kindly passing on this" too, but sometimes that offers an opportunity to brainstorm together where you can counter with a different angle or something that might make more sense for their editorial calendar for that moment. We are storytellers for our clients so there are always ideas pumping.
Christina Cattarini
Founder of CC PR
Experience: 12 years
The Tip: Timing is key when it comes to securing buzz-worthy press.
Why It Works: It’s important to constantly pay attention to the news cycle and know what’s happening in the world so you can find new and creative ways to not only work your client/brand into the narrative but also make them stand out.
Laila Dar
Founder of Rani Public Relations
Experience: Publicist for 6 years and an agency owner for 1 year
The Tip: Get straight to the point.
Why It Works: Editors have incredibly stressful jobs. Between juggling meetings, interviews, reading, researching, writing, and the day-to-day stresses of work-life, they’re also being flooded with pitches nonstop. If you were in that position, would you want to sit down and read a six-paragraph pitch about why XYZ brand is so amazing? Heck no! That's why you need to get straight to the point with your email pitch. Pinpoint exactly why your brand story or product is a good fit for that editor’s audience, then communicate that with a quick intro, concise bullet points, and links to your website/social channels. Don't forget to include an image that best represents your brand and the story you are trying to communicate. Before you send that pitch, ask yourself: Would an editor be able to skim through this email and immediately understand what my brand is all about? If the answer is yes, then you’ll be one step closer to buzzworthy press.
Nikole Flores
Head of PR at Little Voice PR (a.k.a LVPR)
Experience: 12 years
The Tip: My #1 tip for getting "buzzworthy press" would be leveraging something that is of the "moment" and/or culturally relevant.
Why It Works: We live in a world where news travels and breaks faster than ever before, so unless you're pitching something disruptive, you need to be able to leverage the current news cycle and what's trending. In order to stay on top of that, you have to have a voracious appetite for reading all types of media and coming up with a strong storyline. A great founder story is something we find very valuable as a way to connect a brand with consumers.
BJ Coleman
President of Image Elevators, Inc.
Experience: 20 years
The Tip: My number one tip for getting buzzworthy press is understanding the art of persuasion.
Why It Works: Your heading, subject line, and the first sentence in your announcement must be attention-grabbing and alluring! Persuasive communication is key to catching the eye of a reporter and convincing them their audience is best to receive your news item. Any true PR professional understands that persuasive communication can get you everything you need—it’s all in how it’s presented and how it’s said!
Ingrid Quiroz
Owner and Publicist of dallasprmaven
Experience: Publicist for 10 years and agency owner for 2 years
The Tip: My “BVT” Checklist
Why It Works: I work with a diverse range of creatives and entrepreneurs, and sometimes they can get ahead of themselves and think they’re ready to get coverage. However, in order to create buzzworthy press, all moving parts need to be aligned. I basically go through a quick checklist that I call BVT (branding, voice, and time) before even considering their story or announcement media-worthy. Each brand/entrepreneur has to have their branding updated and ready, ensure the person who will be connecting with the media is prepared and energized to answer any press inquiries, and also, from a time perspective, they are available to take on these interviews once confirmed. Nothing is worse than pitching, getting interest, and my client isn’t available.
Benjamin Almeter
Founder and Managing Director of Dispatch
Experience: 8 years
The Tip: Create a story worth telling.
Why It Works: Put yourself in the editor’s shoes. Their jobs revolve around uncovering news and telling stories people want to hear. How can you make your story compelling and more newsworthy? Is it a timely hook, identifying a new trend, doing something that hasn’t been done before?
When brainstorming initiatives, new launches, activations, etc with teams—we’re always thinking, “Ok, but what’s the story.” Building the story into the execution itself is a big step in guaranteeing a buzzworthy launch.
We also focus heavily on creating excitement around a story opportunity. If we can’t get the editor excited about the initiatives ourselves, we look to the influences of that editor—i.e., who are they following on Instagram? How can we get those people talking about what we’re up to? That way the editor isn’t just being told by a PR they should be paying attention, they’re stumbling upon the story opportunity themselves.
Rachael Matican
Founder of Rachael Matican Consulting
Experience: 14 years
The Tip: Put thought into who you’re reaching out to and why and be a publicist people want to work with
Why It Works: It’s important to know your client/brand and what you’re specifically pitching and to whom. Make sure you’re doing your homework and finding editors or journalists that will find your pitch relevant. Be informative without overloading, no one wants to read a novel on a new product launch or a generic press release. Tailor your emails to be specific to the outlets and editors you’re reaching out to. Editors get so many emails every day so make sure you’re sending something that makes sense to them.
Also, this may seem obvious but get back to people quickly. Even if you don’t have an update or an answer right away, let the editor know you’ve received their email/request and that you’re working on it. And then actually get it done quickly. This doesn’t go unnoticed and they’ll remember your sense of urgency, even if it wasn’t that urgent. Be the publicist they want to work with and continue going to for their stories, photoshoots, etc.
Lastly, I don’t believe in being overly formal. There is a time and place for everything, but I represent mainly fashion brands and I’m talking about clothing most of the day, there should be some fun with it. I recommend sending emails in a tone that doesn't come across as impersonal or too formal. Seeing a stale subject line or a pitch about a product with no imagery is definitely off-putting. I’ve seen subject lines that look like an email blast, that is a quick way to have your email go unread. Emails to editors should be personalized, maybe you follow an editor on IG and saw they were on vacation recently, mention that. Or perhaps there was an article of theirs that you recently read and it resonated with you in some way, share that with them, especially if it has something to do with what you’re reaching out about.
Jessy Klein-Fofana
Founder and CEO of LaRue PR
Experience: 23 years
The Tip: Share newsworthy, timely info. Info and insights that are relevant to what is happening in the world around you.
Why It Works: “New” is always compelling to the media as is “news.” Things that are definitively related to current events in the news, pop culture, business, are always compelling when pursuing press.
Jane Richards
Founder of JSR Communications
Experience: 9 years
The Tip: Get to the point, quickly! Once you have thoughtfully researched a reporter's beat, lead with what makes you and your company unique—and always include a call to action. If you can share what sets you apart from competitors, you will stand out as an expert in your field, and somebody the reporter would benefit from connecting with. Since reporters receive upwards of 1,000 pitches each day and only have a few seconds to review your email, you need to pique their interest right off the bat.
Why It Works: When you have only a few seconds of a reporter’s attention, succinctly share who you are, what you do that is novel, and why you have a valuable perspective to offer. Being respectful of their limited time is key for media relations. And remember, even if you don’t get an immediate reply, reporters keyword search through their inbox when they are sourcing for stories, so your pitch and call-to-action live on in their inbox and can rise to the top for future articles.
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5 Steps Brands Can Take to Survive a Content Shortage During the Pandemic
Bear in mind that the quality over quantity content rule still applies.
Photo: Christina Jones Photography
In a bid to sell their products and services, forward-thinking brands typically identify and leverage passion points that they share in common with their desired audience. For some brands, these passion points could be music, sports, food, design, beauty, or fashion. Brands would often spend thousands or even millions of dollars sponsoring large scale music, fashion, or sporting events in the hope of reaching and connecting with both existing and potential consumers. Many go as far as planning their communication for an entire quarter around such events in order to amplify their brand voice and attract more people.
With the emergence of the COVID-19 pandemic, several businesses witnessed a monumental shift in their operations. Disruptions in supply chain processes, work culture, communication strategies, and brand activities were observed. Furthermore, brands that had made significant investments towards certain sponsorships have had to come to terms with the sudden cancellation of those activities. Not only has this greatly impacted their bottom line, but it has also eliminated a massive opportunity to recruit new consumers and build loyalty with existing ones in real-time.
Picture this: Your entire marketing plan for a whole quarter has been strategically built around an annual sporting event. Each year, your brand activities and content would typically revolve around getting fans to look forward to the event, giving away tickets, live updates during the event, and also a post-event wrap up. Your hope is to utilize the sponsorship to create content that would remain relevant for more than a couple of months, but then suddenly the pandemic hits and that sporting event gets canceled!
Brands who have sponsored major events and conferences often find ways to generate content that keeps the conversation going weeks after the event has ended. The absence of such activities and the halt in operations for businesses within certain industries has definitely resulted in a communication gap.
Even as cities gradually begin to re-open after months of quarantine, some brands are still grappling with the effects of interrupted activities as a result of COVID-19. This has resulted in what I like to call a “content shortage,” which is essentially a lack of content or simply not having much to communicate as a result of unexpected changes in business operations or brand activities.
What do you talk about when the major point of connection with your audience has been broken?
The situation feels a lot like having an acquaintance who you only chat about football with; it might be difficult to have a conversation with such a person when football season is over. In the same vein, it can be challenging to find new ways to start a conversation with potential consumers who could have easily been recruited in the course of that major event.
Content shortage is a real problem that a lot of brands (especially within the travel and entertainment industries) are currently dealing with. You might have seen some brands go completely silent during this period or observed a reduction in the frequency of their content. This is because they frankly do not know what to communicate and the platforms that they once had have been taken away.
Photo: Christina Jones Photography
So how can brands survive this communication crisis?
Stick to your platform: If you’ve chosen to leverage music as a way to reach your consumers, there’s no need to shift gears just yet. Yes, the annual festival has been canceled but you could find new ways to engage your audience. Say for instance part of your sponsorship agreements gave you access to the headlining artist of that music festival, you could still work with those artists to create content that gives your audience a similar level of access. You could host live Q&A sessions or get the artists to share exclusive videos about they prepare for concerts. If your brand was meant to be part of an annual beauty summit, perhaps you could get one of the previously selected panelists to share beauty tips and tricks virtually.
Consider taking your event digital: Who says you can’t go ahead with your event? Currently, several sporting events around the globe are finding new ways to adjust to the effects of the pandemic. Fans are joining major events such as basketball games via Microsoft Teams. Say you were planning to host a huge fitness event as part of your brand activities for 2020; you could consider making it a digital event. Although it might not drive as much revenue for your brand, it will definitely keep the momentum going and stop you from experiencing a content shortage.
Get to know your consumers all over again: Your consumers might have come to you because they shared your love for travel or fashion, but there’s more to them than you know. Now might be a great time to discover what other interests your audience may have that could possibly align with your brand and what it stands for. If you are a beverage brand that only focused on fitness activities, you could explore broadening your content themes to cover how to live a healthy lifestyle in general. It is important to note that you have to be careful as you do this, you shouldn’t steer too far away from what it is your consumers know and trust you for.
Bear in mind that the quality over quantity content rule still applies: It’s tempting to want to post content in the midst of a “shortage.” It’s great to keep the conversation with your consumers going but it’s better to stay silent if you have nothing relevant to say. Focus on offering your consumers valuable resources instead of trying hard to start a conversation that they aren’t interested in having with you.
Be transparent with your consumers: It seems counter-intuitive for brands to come clean about not having any activities, but being transparent is a lot better than turning into an online ghost. If your event has been canceled due to the pandemic or you can only host a virtual event, you should let your consumers know. Be open with your consumers about how the pandemic has caused a shift in your industry or business. This could help open up a new line of conversation. How are your employees adjusting to working from home or how has your business changed? Sharing all this not only gives you things to talk about but it also makes your brand more relatable and creates room for empathy from consumers.
There’s no doubt that the pandemic has revolutionized the way industries operate and the way brands communicate, but your business can rise above the prevalent content shortage problems by adopting the steps above and more importantly by listening to the needs of your target audience.
“
Be open with your consumers about how the pandemic has caused a shift in your industry or business.”
—Elizabeth Ole, Author, Content Strategist, and Creative Director at Storyboard
About the author: Elizabeth Ole is a multi-dimensional storyteller, author, content strategist, and creative director at Storyboard. She has worked with several global brands to develop their content strategy as well as create original content to further drive marketing. She is a lover of travel, photography, and exploring food at cafes and restaurants. You can find out more about her and follow her @elizabethole on Instagram.
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Ask an Expert: How to Develop a Content Marketing Strategy That Resonates During COVID-19
Social media usage and engagement have increased by over 30%.
We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!
Photo: Vlada Karpovich for Pexels
We’re in the midst of a pandemic, and there is no doubt that emotions are running high. As a marketing agency, it’s our job at Elevate My Brand to know when to adjust and pivot our own, as well as our client’s, marketing strategies. Because of all that’s happening with COVID19, you’ll likely have to adjust your messaging and be strategic in the way you approach your audience. Here’s how.
Step Up Your PR
While now may not be the time to be pushing sales, it’s a great time to step up your PR presence and get your name out there. Times are uncertain, but if anything is true, it’s that we’re all in this together. When COVID-19 started to unfold, the first thing I thought was, “How can I be of service to those who are struggling?”
As a small business owner myself, I saw it as my responsibility to use my expertise to help those around me. So, I wrote an article on 5 Marketing Tips to Stay Profitable During the COVID-19 Pandemic and our team worked their PR magic to push that article everywhere, with one goal: to reach and help as many people as possible during this difficult time. But one and done doesn’t cut it anymore, so we also penned the follow-up article, How to Elevate Your Brand, Strategize, and Execute in These Strange Days to give the next steps and a more positive future-looking perspective on how to approach things now that we’ve been in it for a few weeks. Things are changing rapidly, it’s your duty to support your community with whatever gifts you have. When you start there, you can’t go wrong and it’s clear that you aren’t tone-deaf or tackily selling.
With everyone shifting their focus to digital, now is also a great time to push your message out on socials via content collaborations. Instagram Lives have skyrocketed in popularity, with many large platforms hosting live takeovers, such as Create & Cultivate’s Ask An Expert series, which you have hopefully had a chance to see! Since we’ve all been #WFH, social media usage and engagement have increased over 30% so take advantage of this and reach out to as many sources as possible to see if they are willing to share your message.
Not only will you be helping your community, but you’ll be building brand awareness as well. This means that when things do open back up, you’ll have built some new top of mind awareness that will help you get back on top quicker.
Adjust Scheduled Content
Running on a schedule makes life so much easier, I know. But in a time like this when life is so unpredictable, it’s important to step back and take things day by day and that includes your marketing strategy as well. If you scheduled content to go out on your social channels and blogs, you’ll definitely want to take a look at it and see if it’s still appropriate for the times. At Elevate My Brand, we have had to pivot a little bit with our blog posts, pushing back topics to make room for content having to do with COVID-19. Sometimes, adjusting your content is as easy as changing a caption for a photograph. Want to post that picture of your product with a group of people? Be sure to let your audience know that this photo was taken pre-quarantine so your followers don’t get upset that you’re not following social distancing rules.
It takes a lot of work to properly plan and execute a successful marketing strategy, and you don’t want all that hard work to go to waste. While scheduled events and meetings may have been disrupted by COVID-19, that doesn’t mean that they should be canceled. We’re lucky to have technology on our side so that most of these scheduled events can be converted, rather than having to be canceled. Each year I host a women’s networking event called our Elevate Spring Salon, which is a schmooze and booze that supports a different non-profit each quarter. Obviously we can’t proceed as planned, but we have decided to convert the event to digital which should still give us a community feel, support the cause that we’re standing behind and, continue building brand awareness and visibility. P.S. fun isn’t canceled, it’s just converted.
Don’t Be Tone Deaf
As I mentioned earlier, emotions are running high right now. Everyone is reacting to the situation in a different way, so it’s crucial that you take note of your audience’s heightened sensitivity during this time. Listen to your community. What is it that they want and need right now? With social media and surveying tools like Survey Monkey, you can actually ask, what a concept!
Ultimately, you have to trust your instincts. Maybe it’s not the time to push that ad or sell that product. Now’s the time to be authentic and really showcase your brand values. Funny, positive and uplifting content is always welcome, just be sure that you’re being sensitive to the current situation and adding value, not just acting as if nothing has changed.
We’re going to be in this for a while, even after shelter-in-place orders are lifted. So the faster you can shift your messaging and positioning, the more successful you will be long term, and the less of an uphill battle you’re brand will have when this is truly over.
About the Expert: Laurel Mintz, J.D., M.B.A. is the CEO and founder of award-winning, Los Angeles-based digital marketing agency Elevate My Brand. Laurel’s gift is connecting with people and their stories. After all, companies are made up of people, and stories are just narratives that are the foundation of great marketing. Laurel’s energy has been the driving force behind the agency’s growth since it launched in 2009. Her awards include the 2017 Patrick Soon-Shiong Innovation Award, the 2016 Goldman Sachs 10,000 Small Businesses Company award, the Los Angeles Business Journal 2016 Women In Business Award, and more.
Tune in daily at 9 am, 12 pm, and 3 pm PST, for new installments of Ask an Expert.
Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the schedule, and hit the countdown to get a reminder so you don’t miss out. See you there!
Ask an Expert: How to Elevate Your Brand, Strategize, and Execute in These Strange Days
Marketing from every angle.
We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!
Photo: bongkarn thanyakij for Pexels
Marketing can be confusing, but even when it feels like the sky is falling, it is not a dirty word and, in fact, often makes the difference between a three- or a six-month uphill battle to recovery.
Trust me, I know a lot about both marketing and dirty words! And if the recession in 2008 showed us anything, it’s that now is the time to amp up your digital marketing spend. At Elevate My Brand, our creative experts are good as hell in all the many and multifaceted elements of marketing that support your business’ visibility, awareness and sales.
Ahead, I’m breaking it down in two broad categories: digital and experiential. While these two forms of marketing may sound like they’re on opposite sides of the spectrum, they are integral to brand success (yes, even now!). They amplify each other’s effectiveness, so it is crucial that there’s synergy between the two. Enter, the mind map!
So, what is a mind map session?
Strategy is extremely valuable because of what is discovered in the planning process. It uncovers truths, areas of opportunities, blind spots and outlines the answers to necessary questions about audiences, goals, and budgets. This session is the starting point on any brand journey. It’s an opportunity to play, visualize and map out a strategic go-forward plan. Here’s what this could look like for you.
Digital Marketing
How do your customers find you online? This includes everything from your website and your social channels to your email marketing campaigns. We live in a digital world where people can access information fast and on every possible platform. Plus, people are more digitally literate and brand-minded than ever before, which is why brand consistency across all platforms can increase company revenue by 23%. Your digital footprint is a critical starting point. See if you can map it out like this for your brand.
Now, let’s break it down.
Your website
Let’s be clear. It’s 2020, so there is no excuse for a sub-par website. A website is basically a digital brochure of your brand. It’s your online headquarters. Making sure your website represents your brand through visual storytelling and quality content is critical. It’s often the first and only impression you make with a potential client, so make sure that you spend the time and money to create a stunning, interesting, information-rich and user-focused platform for your company. Think through the most important marketing elements of your site, such as forms, e-commerce API, mailing and database integrations, etc., to make the most of your customers’ online experience.
Your social media presence
Social media can be a great brand-building tool for your business if you use it the right way, especially right now where people are bored and looking to engage more than ever before. In your mind map session, make sure you’re outlining the social media platforms that will provide the most impact for your brand category and ones that you will be able to maintain activity on.
There’s nothing worse than seeing a brand social page whose content is spotty or non-existence. That doesn’t build brand loyalty and trust. If business development is your priority, consider LinkedIn or Twitter; product development or customer research, consider Twitter or Reddit; sales and UGC, consider Instagram, Facebook, or Pinterest; and for general education or content, consider Facebook. Your social network of choice matters. Develop a social media strategy that aligns with your business plan and KPIs. What are the general goals for your quarter, your year? Don’t try to be everything to everyone.
In developing your social media strategy, it’s important that you stay updated on current news and trends. There’s no doubt that COVID-19 has caused several businesses to alter their social media strategy. You probably won’t be posting the same content, but that doesn’t mean you should lay off on posting all together. In fact, social media content is more important now than ever, with engagement up nearly 30%!
During times like these, your social media content is probably going to be less about showing your product, and more about showing your values. How is your company remaining positive and helping the community during COVID-19? Showcasing your values and how you treat your employees will help build brand loyalty and potentially put you ahead of your competitors when budgets open back up.
Your advertising strategy
Once you’ve developed a plan on your social network(s) of choice, it’s time to carve out a social ad budget and create some campaigns. Sadly, organic social alone won’t grow your audience or build brand recognition these days. You absolutely need ads to reach more eyeballs and increase your follower count.
In a mind map session, we guide potential clients in choosing the right ad platforms, whether that’s Facebook, Instagram, LinkedIn or even TikTok. You may think that advertising during the COVID-19 pandemic isn’t the best idea, but it’s actually the perfect time. Think about it: with other advertisers and competitors pulling out their ad spend, you have more opportunity than ever to grow your market share and rise to the top at a lower CPC, that’s a huge potential win.
Social isn’t the only ads platform. There’s also Google, have you heard of them? Whether you like it or not, Google Ads are a necessity. Recent updates to Google Ads’ algorithms have made it so that, if you want to be on the first page of a search engine results page (SERP), you have no choice but to pay to play. At a minimum, you need constantly running, highly targeted search ads to increase your SEO.
Your content development
Content is queen! Many people are surprised to hear that you should be posting content at least twice a week, which translates to 104 pieces of content for the year. How will you come up with this content? Our secret sauce, and something you can definitely execute while in quarantine, is a once-quarterly session where we spend one whole day to create content for three months or about 26 pieces. And rather than writing blog posts, we record vlog posts.
Why? Because YouTube is the #2 search engine after Google. In other words, video content with written transcriptions play nicely with the top two engines. The best part about content development? It’s low-risk and high-reward. You can set up some lighting and a good camera and record great content on the fly. Right now, while businesses are coping with COVID-19, is the perfect time to fill out your content reservoir. In our mind map sessions, we share with you some ways to create content “pillars” and build out a strategy from there.
Experiential Marketing
Whereas digital is the online experience of your brand, experiential is the offline experience. This includes events such as pop-ups, product launches, activations, trade shows, conferences, and even field marketing efforts. When planning and hosting events, it’s wise to use a little bit of your budget to bring on a photographer and a videographer so you can tie the experiential to the digital side as well.
A recent event series we did with the fabulous Tamara Mellon is a great example of how the two work synergistically. We partnered with the luxury shoe brand to create, fabricate and execute an event concept for the Create & Cultivate conferences. While we worked hard to fabricate their event, we also worked on the digital side to execute a hashtag that was unique to the event. It was #FlashYourMellons. It was a little salacious, and the brand wasn’t sure about it at first, but on the first day of the conference, Tamara Mellon got more social engagement through that hashtag than in the entire history of the brand!
Obviously, in-person experiential marketing is temporarily on hold thanks to COVID-19. But that doesn’t mean all experiential is on hold. Convert, don’t cancel. If you can, convert in-person events to digital hangouts. Rather than reveal a new product in-store, go live on social. In just one week, Facebook and Instagram Live views doubled. Use this bizarre time to build brand loyalists by converting your events rather than canceling, and creating even more intimate and engaging moments online.
Right now, Elevate My Brand is offering complimentary strategy sessions to any brands in need. Shoot them an email at info@elevatemybrand.com or ping them on Instagram or Facebook.
About the Expert: Laurel Mintz, J.D., M.B.A. is the CEO and founder of award-winning, Los Angeles-based digital marketing agency Elevate My Brand. Laurel’s gift is connecting with people and their stories. After all, companies are made up of people, and stories are just narratives that are the foundation of great marketing. Laurel’s energy has been the driving force behind the agency’s growth since it launched in 2009. Her awards include the 2017 Patrick Soon-Shiong Innovation Award, the 2016 Goldman Sachs 10,000 Small Businesses Company award, the Los Angeles Business Journal 2016 Women In Business Award, and more.
How the Right Website Copy Is Like Having a Sales Team
Now comes the part where you've got to make your business profitable.
Photo: Vlada Karpovich for Pexels
So you've got a new business. You've developed a crazy-good "why hasn't anyone invented this yet" product. Or maybe you're delivering an "oh-my-goodness-what-did-I-do-without-you" service for clients. Either way, you're clear on what you're selling, you're clear on who needs your business, and you're clear on how you want to come across to your customers.
Now comes the part where you've got to make your business profitable. So you buy your domain and set up your email accounts. You get a business bank account. But then you're faced with a series of dilemmas:
Do you hire a graphic designer to make your site look like a million bucks?
Do you need new brand photos every month to keep up with the changing seasons?
Which of the software solutions your trialing deserves a subscription fee?
What add-ons will actually help your bottom line, and which ones will just drain your profits?
In the rush to create a brand that looks beautiful, with just the right fonts and colors, copywriting often gets overlooked.
Once your site is ready to go live, only then are those placeholder blocks of text addressed. But here's the thing: just writing about your company isn't enough, just coming up with a cute tagline won't get you any additional customers, and just describing your products and hoping photos convert buyers... while you might get some buyers, a lot more would-be customers will leave without a compelling written message.
The superpower of copy is that it isn't just text.
In fact, it isn't even just marketing. Well-crafted copy is an online salesperson who works around the clock for you. Even better, copy can have 1:1 interactions with hundreds of prospects at once. All while you sleep. Or work on R&D. Or actually get to the gym for once this month.
It works its magic by entering the conversation already happening in the mind of your customers
What are people worried about? What's a pain your product could solve? Great copywriting goes way beyond analyzing search terms. Because behind every feature of your product or service, there's a deeper benefit: something unique about your offering that will make your customers' lives better the moment they open your box. To find those key benefits — the things your customers are truly looking for — you've got to do some digging.
Start with customer surveys. Ask your customers why they purchased from you at this time - what they needed, and how you've solved their problems or brought more happiness into their world. Then write copy that addresses those very problems and frustrations head-on. Get specific with them. Finally: take those messages and put 'em on your site!
With copy, one round of investment means you're getting a 24/7 global salesforce
How's that for scale? Oh, and the other thing: Once you've established a strong message about outcomes and benefits that resonates with your market, you can stick with it for a long time. Meaning, you get long-lasting ROI, and that’s something any business owner can celebrate.
About the Author: Anna Bradshaw is a conversion copywriter for happy brands. She helps businesses find their core messages and writes data-backed copy that's packed with flavor. She writes from Southern California where she lives with her husband.
This story was originally published on June 1, 2019, and has since been updated
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Slow Stories: Creating and Consuming Content During the COVID-19 Outbreak
“We've never had more tools at our disposal to create content that inspires action.”
Photo: Courtesy of Slow Stories
The spread of COVID-19 has upended the business community on a global level. However, living in an age of profound interconnectivity has brought people together in ways that we never expected—especially on social media.
Like so many others, I've tirelessly refreshed my news and social feeds and watched as they've unearthed a variety of responses to the uncertainty that we're all facing. Recently, I've also ruminated on the ways content can play a role in facilitating productivity in a time that will inevitably call for slowing down in nearly every aspect of our lives.
In one of my earlier columns, I outlined a few key pillars that our initial podcast interviewees attribute to the slow content movement. But as I look at the below touchpoints again (and in the context of present-day challenges), I find myself thinking about how we can take these one step further:
Slow content provides value and purpose.
Slow, thoughtful content has a clear intention. Whether it is to inspire or educate, creating content in this climate forces us to think about how we can provide value beyond our immediate business goals. Ask yourself: Can I provide value to my community by sharing a founder anecdote or reposting a fun image that evokes laughter? Even in a professional context, times of uncertainty offer the opportunity to create value for our customers in new (and necessary) ways.
Slow content considers data and fact-checking.
Content can be an incredible tool to drive conversations forward. Still, the spread of misinformation can also make it difficult to discern the difference between what is fabricated and what is real. During times where there is an uptick in sharing information, creators and businesses can engage with their community by using content to call attention to credible institutions and outlets.
Slowing down our relationship to content makes us nicer, more well-rounded people.
In a rapidly-changing news cycle and digital sharing landscape, slowing down our relationship with content can create more mental runway to think about the things that add value to our lives (beyond our devices). In the case of a global pandemic, finding a balance between staying aware and engaged while establishing healthy digital consumption habits will be essential in how we relate to one another through this trying time.
With so much hanging in the balance, our professional endeavors are certainly no exception. Many people in my own network have begun to think about how content and storytelling will play a role in their brands over the next few months. Below, I'm sharing a few things to consider as we recalibrate our routines and work through the challenges that are becoming increasingly present in our digital age.
Re-evaluate your communications strategy.
When there's an increase in online communication, content creators and business owners have the opportunity to streamline—and in some cases, reevaluate—their content, PR, and brand messaging so that the message they wish to convey is consistent across all communications channels. Use this time to think about what your brand wants to say, how you want it to come across, and how it can stay in-line with your usual voice and tone to avoid sounding inauthentic to your followers or customers.
Create content that inspires social/philanthropic participation.
We've never had more tools at our disposal to create content that inspires action.
However, it's essential to consider how to do this in a way that encourages inclusivity. From sharing charity donation stickers on Instagram Stories to creating bespoke content that ties in more personal brand narratives, creating content that can diversify how your community can get involved can elicit a powerful response. Thinking holistically about content in this way will also create more avenues for charitable goals to be reached, too.
Pause the post.
One of my interviewees said it best: "There is power in the pause." As we become more inundated with content from all directions, we have another option at our fingertips: to pause and step away. As consumers of content, we often forget to be discerning in what we choose to engage in a landscape that demands so much of our time and attention. Communicating what you want (and don't want!) from your favorite brands can be valuable feedback for business leaders to make informed decisions about their future storytelling and brand strategies. At the other end of the spectrum, if you're a content creator and unsure about how to proceed with your current storytelling efforts, use this period to take a step back and reflect. Your followers will thank you for it in the long run.
The points I've laid out in this article only scratch the surface of what we can be doing online. In any case, I hope this piece provides a jumping-off point for you to make thoughtful decisions about the kinds of stories you or your brand wants to tell in the near future. For more insights and musings on creating slow content and stories with longevity, I invite you to check out the ”Slow Stories” podcast (stay tuned for new episodes launching this spring) along with articles from my column here. And, most importantly, I wish you all health and happiness in this tumultuous time.
About the Author: Rachel Schwartzmann is the founder and CEO of The Style Line LLC. She created The Style Line in late January 2011 via Tumblr and has fostered The Style Line’s brand in its growth since then. Rachel has been featured in esteemed sources including Forbes, Refinery29, and MyDomaine and has also spoken at Create & Cultivate and Columbia University on establishing a unique brand point of view and entrepreneurship. On October 1, 2015, Rachel took The Style Line in a new direction as a boutique content company with the introduction of its slow content agency CONNECT(ED)ITORIAL.
You can follow Rachel at:
The Style Line: @thestyleline (Instagram, Facebook, Twitter)
CONNECT(ED)ITORIAL: @connecteditorial (Instagram)
Rachel Schwartzmann: @rachelschwartzmann (Instagram) @RMSchwartzmann (Twitter)
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Slow Stories—Literally, Slow Down: How Taking a Content Break Can Lead to Successful Storytelling
The turtle wins the race.
Photo: Courtesy of Slow Stories
Ahead of the season three launch of the Slow Stories podcast, I'm thrilled to return to our namesake column after a summer-long hiatus. When I wrote the most recent article in July, I was on the tail end of a period where I had essentially been operating on autopilot. Naturally, this ran counter to the idea of slow content and the themes that we explored last season on the podcast.
While my work certainly didn't stop this season, taking a brief pause from this particular initiative allowed me to recalibrate how I am able to fully implement a slower and more thoughtful approach to content across my personal and professional channels. As things kick into high gear for the upcoming fall/holiday content craze, I'm sharing a few things to think about if you're planning to rethink your content strategy during a high energy time.
Create Context
The most direct way to set the tone for a slowdown in content is to establish context as to why your audience can expect changes. This can range from a formal announcement outlining concrete details and timing of a content hiatus, or if you're unsure as to how long you need to recalibrate, subtle changes in your content calendar over an extended period. If you're a personality or individual content creator, I also encourage revisiting my April article, which also touches on the importance of boundaries. At the end of the day, whether you're a personal brand or business, it is at your discretion to decide how much you share online about the choices you're making within your company.
Adjust Your Posting Cadence
If you don't want to shock your followers with an unexpected silence, ease them to the changes by establishing a routine that is more in-line with your current content calendar. For instance, if you're in the middle of a visual rebrand and don't know how to incorporate this transition in your content, include elements that are reflective of your upcoming relaunch (i.e., inspiration imagery that contains colors from your brand color palette, behind-the-scenes creative imagery, etc.).
Or if it's a matter of the kind of content you want to step away from for a while, think about alternative ways to stay engaged with your audience. For example, if you are looking to step away from more highly-produced content, you don't have to stop publishing entirely. Instead, you can focus on "off the cusp" content geared towards mediums like Instagram Stories or Snapchat versus content that traditionally requires more planning on a blog, website, or Instagram feed.
Consider What a "Storytelling Sabbatical" Might Look Like
Regardless if you're in a marketing or content-focused role, creating content can be a full-time job in our current business landscape. Many modern companies have introduced sabbatical programs for tenured employees to take time off away from work and come back feeling recharged. The same thought-process is worth exploring in roles that require "always-on" responsibilities. While it would be challenging to step away from digital storytelling completely, if you are in a leadership position, consider implementing breakpoints that allow your team to immerse themselves in their field outside of the office.
Perhaps there is an opportunity to facilitate an offsite retreat or outing. For individual team members who may need to recharge, consider covering charges for a co-working space or an industry conference (like Create & Cultivate!) that will enable them to still add value to the company while also providing space for personal growth. The most compelling content and stories derive from innovative thinking. Sometimes all it takes is stepping back for a moment to inspire a considerable leap forward in the long run.
With the above points in mind, if you can take a content hiatus (either personal or professional) here are a few ways to maximize your time:
Regroup with Your Team or Collaborators
Whether you're in a corporate team or a solopreneur, storytelling is a collaborative effort. Use the time away from your devices to encourage face time to brainstorm and reconnect with those you work with closely.
Relaunch and Revise
When it comes to creating content with longevity, timing is crucial, so take the added time off to experiment and refine your content strategy, branding, or medium.
Redefine Your Definition of "Content"
Finally, think about how content exists in a modern landscape. Can events or experiences be content? Does content take shape in the form of a book or printed entity? Posing these questions will inspire new ways of thinking about how to disseminate your brand's story so that it keeps people on their toes while still connecting with in-the-know consumers.
These are just a few thought-starters to think about as you plan an upcoming content break and how to make the most of that precious time away from your screen. And if you need some inspiration during that time away, I encourage you to listen to the slow stories contributed by creative professionals in CONNECT(ED)ITORIAL's community.
I'll be back with my next article in October, but until then, check out these highlights from our season two podcast contributors:
Episode: Brandy Pham of PLANOLY on Creating Content with Purpose and Empathy
Opened by fashion illustrator Jeanette Getrost. Jeanette shares why The Florence Academy of Art Instagram page inspires her.
Opened by digital strategist and Written Coffee founder Ellie Eckert. Ellie shares why the book Applied Empathy resonated with her.
Opened by jewelry designer Grace Wong. Grace shares how Company of One speaks to what she's trying to do as a solo, small business owner.
Episode: Kathryn Duryea of Year & Day on Fostering Vision, Values, and Enduring Stories
Opened by Michelle Toney, co-founder of Morrow Soft Goods. Michelle shares a couple of books that have inspired her to slow down and lean into her imagination.
Episode: Carolyn Witte of Tia on How Content Can Shape How We Think About Modern Healthcare
Opened by Matisse Bustos-Hawkes, founder of Otro Lado Communications. Matisse shares why a podcast snippet featuring Sabrina Hersi Issa inspired her.
Episode: Alisha Ramos of Girls' Night In on Storytelling That Inspires Self-Care
Opened by Erin Allweiss, co-founder of No. 29. Erin reflects on two notable talks that resonated with her at the TED Conference.
Episode: Michael Ventura of Sub Rosa on Applying Empathy in Business and Storytelling
Opened by Veronica Souza of Vero Branding. Veronica shares why rediscovering a manifesto from her favorite cookbook reinvigorated her to slow down.
Episode: Tanya Taylor on Slow Content, Sustainable Style, and Standing up for Women Everywhere
Opened by Avery Cox, an interior designer. Avery shares why a compelling photography series by Anna Boyiazis inspired her.
To learn more about what slow content means and what it can mean to you, check out my first column here.
ABOUT THE AUTHOR:
Rachel Schwartzmann is the Founder and CEO of The Style Line LLC. She created The Style Line in late January 2011 via Tumblr and has fostered The Style Line’s brand in its growth since then. Rachel has been featured in esteemed sources including Forbes, Refinery29, and MyDomaine and has also spoken at Create & Cultivate and Columbia University on establishing a unique brand point of view and entrepreneurship. On October 1, 2015, Rachel took The Style Line in a new direction as a boutique content company with the introduction of its slow content agency CONNECT(ED)ITORIAL.
You can follow Rachel at:
The Style Line: @thestyleline (Instagram, Facebook, Twitter)
CONNECT(ED)ITORIAL: @connecteditorial (Instagram)
Rachel Schwartzmann: @rachelschwartzmann (Instagram) @RMSchwartzmann (Twitter)
How One 28 Year Old Phenom Got Recruited by Arianna Huffington
And landed her dream job.
At only 28 Callie Schweitzer has a career highlight reel most often reserved for retirement parties. (We think people still have those.) At 24, Forbes called her one of NYC "best networked youngsters." She is also an award-winning journalist whose work has appeared in The New York Times, TIME, The Huffington Post and PEOPLE. Which caught the attention of HuffPo herself, Arianna Huffington who recruited Schweitzer to be the Chief Content Officer at her new life and well-being platform, Thrive Global.
And despite what you've read (or refused to read), Callie knows that this is an incredibly exciting time for journalism. Here's why.
Who: Callie Schweitzer
Where: Chief Content Officer, Thrive Global
Why: Tell us a little about your background. How did you get into the content world?
A: When I was in fourth grade I earned the nickname “Sherlock Schweitzer.” I was always on the lookout for a good story or the clue to one. I’m pretty sure I’d written a library full of books about Beanie Babies and Junie B. Jones by the time I graduated elementary school. But my actual career in the content world really started as a journalism student at the USC Annenberg School for Communication and Journalism. I was the editor-in-chief of a student-run news site called Neon Tommy, and that experience of running a newsroom of over 200 student volunteers kickstarted my entrepreneurial hunger for great stories and how they’re told. I had always wanted to be an investigative reporter, but it was running Neon Tommy that made me see that I cared much more about making sure people got the news than being the person who wrote it. My path since graduation has been at companies of all different sizes -- Talking Points Memo, Vox Media, Time Inc. and now Thrive Global -- but my passion has stayed the same. I want to make sure great content is widely read.
Q: So more importantly, why have you stayed and climbed the ranks in the content world?
A: This is an incredibly exciting time in journalism. The new technology we have available to us -- from VR and AR to voice-enabled technology like Amazon Alexa—just enhances our storytelling abilities. Digital and social media have had a tremendous impact on how new ideas spread. One of the reasons I joined Thrive Global is because of my interest in helping people live better lives. Thrive is all about action and helping you go from knowing what to do to actually doing it. I love that we’re working to help people put content and stories into action and covering some of the defining topics of our time, like our relationship with technology.
"I want to make sure great content is widely read."
Tweet this.
Q: What about your job do you wish people knew?
A: There’s no such thing as a typical day, and I love that. I might go from a meeting with a partner and brainstorming feature ideas to testing a new product and working on our corporate content curriculum, which we use in our corporate trainings and digital learning programs.
Q: I read something last month about the death of the opinion piece. Would love to know your thoughts on that...
A: The opinion piece is alive and well! I think it’s really important to expose yourself to as many perspectives as possible -- especially in today’s world. Studies show that your weakest ties can lead you to news you wouldn’t have discovered yourself. We have to force ourselves to get outside our filter bubbles and learn about parts of the world where people don’t live the way we do. I so believe in following people and news you don’t agree with so that you always have an understanding of someone else’s “why.”
"You always have an understanding of someone else’s 'why.'”
Tweet this.
Q: And where do you think the world of content is heading?
A: I think that the world of content is going to become increasingly personalized. People are looking to be super-served in areas they’re passionate about. Our on-demand world means that people want the content they want when they want it. It’s our job as content providers to make sure we’re finding people where they are, syncing with their habits and delivering them content that helps them live their lives better -- whether that’s informing them, entertaining them or engaging them.
Q: For sites that are publishing a TON of content, how would you suggest readers sift through it?
A: I think it’s really key to find a format that works for you. For me, that’s email newsletters. I’ve been obsessed with them for years. I think they’re amazing containers for curated content delivery. For someone else, it might be a print newspaper or magazine, news apps, Facebook or Instagram.
Q: And how do you as a reader sift through the content online?
A: I really rely on email newsletters for a lot of my topic-specific news -- politics, media, tech, etc. -- but throughout the day I’m visiting Facebook, Twitter, Instagram and various news sites’ homepages to make sure I’m up to date. I’ve really re-invested in visiting homepages directly since the election. I also do a ton of reading on the subway with my favorite read later app, Pocket. And I subscribe to a ton of podcasts to get even more news and information.
Q: How much time do you spend reading content offline?
A: I am a huge print reader. I still subscribe to about 12 magazines ranging from Businessweek and New York Magazine to Vogue and Glamour, and read them every month.
Q: What was the most crucial skill that you brought to your job?
A: I’ve always had an entrepreneurial spirit and an adaptability for rapid change. That’s been important in every role that I’ve had, but especially at a fast-moving startup like Thrive Global.
Q: What was a skill you were able to develop over time?
A: A big part of what we’re focused on at Thrive is the idea that we don’t have different selves for our work lives and personal lives -- that we bring our whole selves with us wherever we go. So one of my favorite things about working here is that we can be free to be open about our “sacred time” -- the time you need each day/week/month to be your best self. I love that my coworkers hold me accountable for mine and I hold them accountable for theirs. I know them as their whole selves -- not just their “work” selves.
Q: Do you think the role of editor/content creator is more important than ever… and of course, the why?
A: The role of editor and content creator is definitely more important than ever. In a world of fake news and filter bubbles, it is so crucial that we have people who are committed to making sure people get a wide range of real news and meaningful content that affects them.
Photo credit: Golden Rule Excelsior