Edition 10: Content vs Editorial

Salaam,

Going to Pakistan next week so brushing up my Pashto (Hey Dad, Mom, Gol and Aimal can’t wait to see you again :) )

It’s been a busy couple of weeks, or months. I don’t remember when was the last time I sent this out, but it’s been a while. I won’t get into the details, most of you already know my personal/work life and since this gets republished on Medium and LinkedIn at some point, I don’t want to make it public.

I am looking for help with editing an ABM post I wrote. Interested? Let me know. I sent it to the editors at Inbound.org and they are interested but it needs some work.

Which brings me to the next thought, most of you know I am a big reader and between my new subscription (paper in the mailbox) for New Yorker and Medium I read quite a bit. This morning there was a interesting tweet(storm) by a senior executive at Hubspot about content that I embedded below and hopefully works in Gmail. Now Hubspot is a company built on the whole concept of ‘content’. But Peter Caputa (VP Sales) at Hubspot made the case of storytelling and bloggers being more like writers and writing ‘in-depth’ essays. I on the other hand think that is a luxury only companies of a certain size can afford. Think about marketing on a spectrum of revenue and there’s an end of demand generation where the focus is on revenue, direct response and leads and the other end is brand marketing (stable revenue stage). My disagreement was two fold:

1) a company like Hubspot can afford to run an editorial operation completely divorced from the Demand Generation operations, as can Zendesk. 
2) A company below certain ARR /<insert a local startup or SMB> here needs to keep it’s content focused on direct response. That means focusing on keywords, writing about things that come up in sales calls that SDR’s/BDR’s can use when they’re making calls or marketing can use in campaigns. It has to ultimately help generate revenue in some way. 
3) A company that has a great editorial operation like Mattermark comes to mind, but I am not a customer and I read the analysis by @alex and the newsletter curated by @nick and it’s unlikely I will be a customer. Companies like Buffer who write about transparency and operations also heavily write about social media marketing and ‘direct response’ writing.

Preliminary thoughts. No conclusions reached yet but wanted to put it in writing.

Here are the embedded tweets I mentioned. Goodnight!

Yes to this entire rant/tweetstorm 🙌 https://t.co/gImXWO6Xgt
— Janessa Lantz (@janessalantz) December 14, 2016

This was sent earlier as part of Overdrafted. Subscribe here.