Marque Média : vous avez besoin d’Editeurs, pas de Marketeurs.

You_Need_Editors__Not_Brand_Managers 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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