Interview très interessante de Seth Godin sur la nécessité de travailler avec des éditeurs (de contenus) plutôt que des marketeurs pour obtenir des résultats pour votre marque média : ‘You Need Editors, Not Brand Managers’: Marketing Legend Seth Godin on the Future of Branded Content
Morceaux choisis :
« In a world of zero marginal cost, being trusted is the single most urgent way to build a business«
The challenge that we have when we industrialize content is we are asking people who don’t care to work their way through a bunch of checklists to make a number go up, as opposed to being human beings connecting with other human beings.
« A brand can’t care. All that can care is people. »
What do you think content that builds trust looks like?
I think that it’s human, it’s personal, it’s relevant
What metrics do you think best measures the fact that you’re doing work that matters?
I think the only one that I care about is: Will people miss you if you are gone?
I think that humans in almost any job can make art. What I mean by art is the human act of doing something that connects us to someone else
Lire l’interview sur Contently
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