The human factor comes into focus. New forms of collaboration are also needed for content marketing – editors and marketing partners grow together. Dominik Grau is Chief Digital Officer of November 2018 Calendar Word Verlag and responsible for the transformation of the traditional company. Both of us are convinced that mutual learning helps to make previously separate tasks more effective and, if resources are included in organizational development, become a success factor.
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Especially in times of beliefs such as “everyone can content”, skilled journalists can use skills in the content Bring marketing that delivers real value. In this context, Dominik Grau and I discussed the changes in content marketing and put together the following theses. These 10 skills journalists can learn from.
ListeningIn the age of the customer, personalization and individualization are decisive distinguishing features. But only by listening, understanding and the willingness to enter into each other, these steps become possible. The media scholar Bernhard Pörsken called “real, true listening” as an “interpersonal gift”, which has become “precious and rare” is so precious.
That it in The relationship with customers can already create a customer experience on their own: Our counterpart feels “understood”, “seen” and “picked up”. Empathy thus becomes a key qualification in a sustainable relationship – both with the customer and with colleagues or employees.
Something stays.2. Differentiating journalists have a pronounced urge to seek truth as a drive. Researching, asking questions, putting things to the test and forming an opinion is part of the editorial DNA. Often it is more exciting for readers not to get a final answer in a post, but to understand how the author formed his opinion.
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Journalists have narrative forms such as comments, glosses, reports ver inner light and can use these to suit the goals and target group. An essential advantage of this differentiation quality is that trained journalists have a sense of the difference between advertising messages and editorial content.
Authenticity Journalists want to write something that they themselves like to read. Something to which you stand. If each discipline is for different attitudes towards the customer, for example marketing wants to convince the other person “I am a good lover” and the PR “Trust me, I am a good lover”, then journalists have learned to describe.
A text to Write that is simply “is” and that’s exactly why it works. An encounter of the described in grace. Humility. The core is worked out and works for itself. More is needed LearningIn times of disruption, beliefs like “That’s what we’ve always done” are dangerous brakes. Journalism experienced its first disruptions before many other industries – for example, with the Kirch crisis in 2001. Journalists also got to know mostly different disciplines such as TV, radio, daily newspaper.
They had to internalize learning and change. The decision of a journalist to report on a topic is often a matter of the heart. Journalists learn about the topics they talk about November 2018 Calendar Word of real interest.5. Big Picture journalists need to deliver content to fit an editorial plan and publication. There is always a before and after for journalists. A prologue and epilogue to keep an eye on.