Creating Content for Brands

We are all content creators.

Summary
Transcript

In this backstage interview from Leadercast Women 2019, Elaine Welteroth, award-winning journalist and former editor-in-chief of Teen Vogue, shares why everyone should consider themself a content creator, or as she calls a “cultural agenda-setter.”

“Because we're living in the age of the internet and the age of social media, we're all content creators—we're all what I like to call ‘cultural agenda-setters,’” she says. “There is an internet persona that exists, if not for you, then the brand or the company that you work for. And so we all have to be more mindful about the content that we create around these brands.”

Watch the video to hear Elaine’s thoughts to keep in mind when creating content for brands.

Because we're living in the age of the internet and the age of social media, we're all content creators. We're all what I like to call cultural agenda-setters. There is an internet persona that exists, if not for you, then the brand or the company that you work for. And so we all have to be more mindful about the content that we create around these brands.

And I think it all starts with mission and purpose and being really clear about why you exist and what the goal is behind everything that you put out. And at Teen Vogue, when I was at Teen Vogue, I remember we really were conscious about going a step further than just the pretty picture. We felt like we had to go beyond the pretty picture. It was always now about, what's the story? We always asked ourself, it was a gut check, what's the story here? And is this a story that you can find elsewhere? Is this a story that is in line with our mission, which is to inspire, educate and empower the next generation of leaders? If not, does this make sense on our platform?

And so I think setting up a filter that you can run your decisions through as you are creating content, as you're going through that creative process, is really key. Because otherwise, you can be all over the place. And I also think that quality content over the quantity of content is key. I think it's better to have a consistent brand, one that has a very clear message, than to just have content out there. So being as thoughtful as possible and hiring people who do this. Because while we're all content creators of sorts, there are people are experts at creating content. Please leverage their expertise, please. Your business will benefit from it.

Elaine Welteroth

Elaine Welteroth is an award-winning journalist, author and the former editor-in-chief of Teen Vogue. Throughout her magazine career, Elaine broke new ground as the youngest person and the second African-American to hold this title in...

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