Content strategy

"'It’s more common now that I get on the phone with CEOs and they’re proactively coming to me saying, It sounds like I need a content strategy,' rather than a typical press relations strategy, [Steve] Hirsch said. 'The AI slop of it all creates so much distrust, and they see that the brands that are winning right now are the ones that are most authentic and human and relatable.' 

"Financial technology brand Chime last month began hiring for a director of corporate editorial and storytelling —its first storyteller opening. Former and current journalists from traditional media outlets made up the bulk of the 500-plus applicants, along with content writers from other firms, said Jennifer Kuperman, Chime’s chief corporate affairs officer.

"Terms like 'editorial are limiting,' Kuperman said. 'They put in mind a very specific thing you’re doing or creating. Whereas you could tell stories in so many different ways —social, podcasts, putting your executives out there, hosting an event, talking to the press'."

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