Human-inclined editor-in-chief @brandingmag {· Creator of Editorial Marketing #thinkeditorial
Rome, Italy
Joined August 2011
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Editorial marketing is both a mindset and framework that, when combined, builds a literal bridge between brand and business strategy. It’s a quality-first approach to communications that ensures you become known for exactly what you want to be known for–and stay there.
It motivates the act of creating for longevity rather than fleeting popularity. How? By bringing the tried and true elements of legacy publishing into the architecture of a content ecosystem meant to stand the tech of time.
If you want your brand to reap the advantages of editorial thinking, here are the steps I recommend starting with:
It’s been a while since I’ve written an article for @brandingmag, but it was very quickly discovered 💜
It's super important that every #communications leader listens to and absorbs what @SamCorcos has to say 👇 We've both witnessed very clearly the internal and external benefits an editorial mindset brings to organizations and their strategic comms.
#ThinkEditorial
What if you built a company to maximize deep work?
That's what Sam Corcos did. He hasn't regularly checked the news since 2013 and his business is worth $300 million.
12 lessons on writing from the founder and CEO of Levels:
1. The average tech worker can't go more than six minutes without checking Slack. No wonder people struggle to write.
2. Evergreen tip for getting people to actually read your work: add value to the internet.
3. Collaboration is overrated. Smart people thinking deeply about something for a long time, and recording the conclusions via writing, is underrated.
4. Sam did an experiment where he stopped reading the news for a month. He took the time he used to spend reading the news and started reading books instead — he finished eight books that month.
5. Writing solves disagreements. If you don’t pin down your thoughts on paper, you can “discuss” forever without ever reaching clarity. But the conversation becomes much more productive once the goals, methods, and main assumptions are written down.
6. Just about everybody could benefit from more intentional, deep, strategic thought. Writing is how you unlock this mode.
7. Remote work fails without a few great writers on the team. Internal company communication will spiral into a game of telephone without good communicators.
8. Specific feedback is better delivered via writing while general comments are best shared over Loom (because the recipient can feel your vibe.) Pick the right medium; the wrong one will botch your message.
9. A writing culture is protection against the tyranny of the loudest voice. It gives space for quieter people with insight to speak up.
10. You’ll never be able to reflect and write, unless you intentionally carve out the time. “Things” will always turn up. Create non-negotiable writing hours and protect them.
11. Sam does one Think Week every quarter where he disconnects from his work to write deep strategy memos.
12. You need to detach from the hive mind before creative ideas turn up (and it is often via writing that the flimsy premises of the hive mind become obvious.)
I've shared the full conversation with @SamCorcos below. This one's a little different from most How I Write episodes because we went so deep on a single topic: business writing.
If you'd rather listen on Apple or Spotify, check out the reply tweets.
Woke up to the following comment tag: "Flavia, you and @brandingmag are my greatest sources of inspiration and knowledge. I am very grateful for everything I learn from you!"
It's a good day to keep pursuing ☀️
#ThinkEditorial
You sure you can teach me how to do ALL THAT in 3-5 minutes? Take my business to $100k in 10? Be serious.
You'd think this was only coming from the outright "scammers", but it's not. It's coming from some of the highest profile "educators" on the Internet.
Listen, I’m not interested in quippy. I’m interested in thorough. And I think it's high time we all adopted some very strict guidelines for who we follow and who we don't.
There's nothing wrong with going against the grain, against the wave, against the current. Be picky, and think twice.
#contentmarketing #thoughtleadership #onlinebusiness
Facebook and Instagram to label digitally altered content ‘made with AI’ theguardian.com/technology/2…
As of March 2024, Romanian is the cheapest language to learn online—in case you want to broaden your mind while adding another tongue to your skill list 👩💻
How about instead of trying to “make your posts look more authentic”, you just BE more authentic? Revolutionary, I know.
#contentcreators #socialmedia #thoughtleadership
Those that heard my call for more transparency around #AI-generated content at #SXSW2024 last week know I'm happy @YouTube has decided to label "altered or synthetic content" on its platform 👏 blog.youtube/news-and-events…
Shoutout to @beehiiv for making a truly usable mobile #UX. Really wanted to share my thoughts with the world today, and now my next newsletter is launching in less than an hour. If you want to learn how to think editorial, now’s your chance: think-editorial.beehiiv.com/
I miss a well-written f**king paragraph. The kind of paragraph that overflows with good words strung together—a melodic tune of subtle enchantment—where you reach the end only to find that not only was it pleasant, but it also made sense.
I
No
Longer
Want
Spaced
Out
Broetry
In
My
Inbox
On
My
Feed
Nada.
You think you're helping by giving me a broken down structure that is more "skimmable" or "comprehensible", but all you're doing is interrupting my train of thought every 5 seconds. And if you insist on treating me like a goldfish, then I'll unfollow you, unsubscribe—whatever I need to do to get out of this rampant content hell.
Should you choose to strive for greatness, however, you'll guide me on my journey. Be a memorable narrator. Use interesting adjectives. You won't just throw around punctuation...you'll value it.
#writersoftwitter #contentcreators #communications
P.S. Imagine if this would have been a thread. How ironic.
Everything is #content, which plays to both a brand's advantage and disadvantage. A lot of resources to work with, but also a lot to consider strategically.
One proven solution for tying it all together, even if you're a $40B brand? Learn to #thinkeditorial.
think-editorial.beehiiv.com/
Anyone else find this stuff offensive? How many ways can you tell me that I'm easily swayed by language like "unlocked" or "free"? Or to take action and "claim" things under the pressure of a ticking clock?
Or, even worse, that I'm going to fall for the "sign up because I can cancel anytime within 60 days" and then forget I have it auto-renewing trick. I wouldn't be surprised if they put such a long trial because it has the best chance of being forgotten 🤔
Listen, words matter. You could have the best strategy on the planet, but communicate it like this and you've shot yourself in the foot. You shouldn't even get annoyed that you don't have smarter customers at this point, if you treat them like this...
Should we want better results for all our businesses in the long run, then I say we ban these kinds of ads, pop-ups, pitches, emails—whatever they may be.
#advertising #digitalmarketing #copywriting
Could say the same thing about branded content, thought leadership, and “creator” marketing 🙈
"Julia* managed to grow her newsletter subscriber base to 40k in just 2 months. Learn how she did it!"
A few lines later: "Julia is also a Peloton VP, New York Times bestselling author, MasterClass instructor..."
I won't name names, but come the f@%k on. Do we really consider our audiences to be that daft? Show some respect.
*I've changed the name for obvious reasons.
#emailmarketing #contentmarketing
Step 5: Watch editorial marketing bring the brand benefits you crave.
🟣 Positioning—claim and maintain your brand's unique POV
🟣 Promotion—raise the profile and following of your experts
🟣 Talent—attract potential by showing how you think
🟣 Growth—cultivate brand awareness and relevance
🟣 Acquisition—always on, with data collected and owned by you.
You'd be surprised how much editorial thinking affects absolutely everything across your organization from brand strategy to business operations, corporate responsibility to individual satisfaction, product development to sales.
I talk about all these facets of editorial marketing in my regular newsletter Think Editorial.
You can read previous editions and sign up here: bit.ly/Think-Editorial_X
P.S. Send me your questions after reading. I make sure to weave them all into upcoming editions or posts.