Ever say something in a meeting that the boss never let you forget? I did that about a year ago, but I think he’s over it now because since then I’ve learned something that now guides the way our Dallas marketing firm thinks about content. The lesson is this: When creating content for marketing purposes, the first consideration isn’t the story you have but the result you want.
I came to Internet marketing firms after a long career in newspapers. And newspaper reporters and editors, most of them anyway, work hard to present the incremental developments in an ongoing story without regard to the ultimate result. No truly ethical journalist says, “We’re going to get that place shut down,” or “We’re going to get that woman fired.” Stories I’ve edited have had those very results, but that wasn’t their objective.
In Marketing, the Story is a Vehicle for Action
I brought my journalistic approach to Idea Grove, and into an early client meeting in which I tried to leverage my newspaper experience in a self-deprecating way by saying, “I don’t know much about public relations, but I’ve consumed a lot of it.” In other words, I know a good story when I see it and I can help you present a series of good stories that together will portray your company in the most positive way possible. The boss winced, and has periodically reminded me of my error — and rightly so.