A change that editorial directors need to pay attention to
Put an online editor job underneath a microscope; what do you see?
The initial look shows a content creator; someone who understands subject matter, and ideally, is passionate about the topic. Online editors are able to churn on content that is informative and thought provoking on a regular basis.
This look however, is only the surface layer. This traditional idea of an editor has changed in recent years, as Internet content has come to flourish. Now, there is more that makes up an effective online editor. These additional skills have yielded the content marketers, a hybrid version of an editor and a marketer.
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The content marketer must play the roll of an editor while recognizing and embracing ways to generate revenue with their content. As the name implies, there is the aspect of marketing that traditional editors weren’t accustomed to. In the past, editors weren’t concerned with such matters as marketers helped promote and sell the content.
Paid engagement is a major focus of editorial teams in today’s digital landscape. Additionally, there are four components online editors must understand beyond creating content; these involve the economics of email, social media, online commerce, and advertising.
Do you know how to refocus your online editors? At the Mequoda Summit West 2012, Danielle Werbick, Director of Online Marketing at Interweave, will share her strategy for turning editors into “superhuman” content marketers. Reserve your place at the Mequoda Summit West 2012 now so you don’t miss this telling keynote presentation.
