Content Serenity

An article that caught my eye this week speaks to a dilemma I often find myself facing when talking with content practitioners in business. The article, from Inc.com, quotes author Malcolm Gladwell:

“My editor at the New Yorker magazine, David Remnick, is a better writer than 95% of the people who work for him. He’s constantly … having to accept articles that are not as good as the ones he would write himself. If he were to be completely honest and say, ‘I can’t accept this,’ he wouldn’t have a magazine.”

I see two challenges here for marketers. The first is exactly as presented by Gladwell. As content becomes a more pronounced function in the business, and as talented people start leading those functions, the focus on quality can become a bottleneck. I often see the content leads across business functions struggling with content that comes from deep in the organization, wanting to edit or rewrite it to at least a satisfactory condition. When it comes to that desire to improve quality, sometimes we have to (to quote Elsa from Frozen) let it go.

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Posted on July 3, 2017 in Uncategorized

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