Not the London Book Fair (III): developing an alternative vision
What was most valuable about that experience? The opportunity to think broadly and imaginatively.
There were a lot of presentations about such things as brand management and content marketing. A consistent message was that, in most contexts, telling consumers that your soap powder washes whiter than others doesn’t, if you’ll excuse the pun, wash any more.
Instead, brands need to work by association, especially by engaging audiences with useful, entertaining, content. In particular, they need to tell stories. And the stories need to be well, and appropriately, told. One brand manager emphasised, not entirely pretentiously, the importance of a brand’s voice.
Useful, entertaining, content. Stories, well told. Voice: as a publisher I think somehow there’s a role for me (and my fellows) here.
Though I haven’t fully worked out what or how, it’s no coincidence that since Publishing & Media Expo I have, in addition to my publishing, taken on communications roles in two companies – one in talent management and one in technology.
Content marketing and publishing skills might go together rather well.