Chapter 6
Discovering Your Content Mission
Everything under the sun has been said … you have to find a new way to say it.
Besides the underlying business model (how the money comes in), there is one thing that media companies do with their content planning that nonmedia companies do not do. Do you know what it is?
It’s the editorial mission statement. Media companies start their strategies by developing an editorial mission statement that guides their content creation efforts and serves as a beacon for the overall business. I’ve launched over 30 media products in my career, from magazines to newsletters to events to webinar programs. In every one of those launches, the first few days were spent creating and fine-tuning the editorial ...
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