Clint Schaff (LA Times)

Why Marketers Should Think Like Publishers w/ Clint Schaff (LA Times) How do you create content? Plan for it? Identify what will resonate with your audience? Marketers need to think of themselves as content producers and publishers. They’re all trying to come up with a story that has an angle and narrative to provide insight or leadership. Today, we’re talking to Clint Schaff, vice president of strategy and research at the Los Angeles Times. Clint is a dynamic marketer and journalist who offers his perspective on marketers as content creators and publishers, and journalists and media storytellers as marketers. He shares processes around content planning, creation, and promotion. Doing social good by transforming relationships between consumers and brands; content creation is meant to serve an advocacy for communications Content to cover involves complicated collaboration, stories consistent with brand, and commercial viability Feedback from influencers and data on your audience help determine content Editorial calendar serves as a way to plan and manage content Return on investment (ROI) and generating revenue from content Create unique, exclusive content experiences through experimentation Leverage different mediums and promote content through social media, paid advertising, and other ways to get more content and generate attention Write weekly summary of what you did and what you’re going to do to make sure everyone on your team is moving in the same direction Be a better marketer by making a list of the most surprising things you could do to move toward your objective Links: Los Angeles Times Dirty John Podcast Chartbeat LA Times Festival of the Books What topics and guests do you want on the Actionable Marketing Podcast? Send me your suggestions! If you liked today’s show, please subscribe on iTunes to The Actionable Content Marketing Podcast! The podcast is also available on SoundCloud, Stitcher, and Google Play. Quotes by Clint Schaff: â€Å"It’s about content creation that’s meant to serve an advocacy for something. Advocacy for communications, whether that’d be for a brand or a cause or an idea or story.† â€Å"If you create amazing, impeccable journalism, but no one reads it, and you haven’t figured out how to meet a need in the market, well, that’s not a very good business.† â€Å"Our whole brand is based on credibility and trust.† â€Å"We’re turning on the dials, trying every possible way to get eyeballs on our content that people need to see.†