Brand publishers should hire reporters, not just columnists

LinkedIn is my new favorite social network, not least because amid the stories about precocious children, there are some interesting insights to be found. One notable one I stumbled on recently was written by John Bonini, director of marketing at Databox. In it, he laid out what he thinks people don’t need to uplevel their content – and what they do. The post is worth reading in its entirety, but John points out that among the things brands need to have for successful content creation are: Clear editorial themesProcesses/frameworks for developing unique anglesBetter distribution (distribute insights, not links)More collaboration (partners, customers, etc. –– tell your story through others)More reporters, fewer columnists (more research into your space, less single POV content)