Digital Storyteller
Harvard Business Review last month noted that most executives cannot articulate the objective, scope, and advantage of their business in a simple statement. “If they can’t, neither can anyone else,” HBR posits. That’s not good.
Remember, much of the developed world is coping with The Attention Crash. If a company can’t tell pithy, authentic stories in the right places at the right time to the right people, someone else will. For more on this, I highly recommend the book Made to Stick.
Search may change that. Google is downplaying SEO and increasingly rewarding those who create quality content. This includes the pros/media, amateurs and brands. Blended Search - which integrates noteworthy videos, news and images with web results - is winning over users, according to Jupiter Research.
Net, as Jason Calacanis notes, there is a big market for people who know how to create or cultivate compelling content that pulls in people. To that end my employer is starting up Edelman Studios - a virtual content house that will identify online talent and pair them with brands. Many in the Hollywood community, ex-journalists and advertising/PR creatives will orient their careers in such a direction. Don’t be left behind. There’s plenty of need here.
Steve Rubel, Micro Persuasion, Three Emerging Digital Careers to Watch. (The other two careers are Chief Customer Experience Officer and Super Crunchers to plough through data and pick out the meaningful bits.)
