They say great content provides value, but what is truly valuable? Flavia dives into the common misconception that value stems from things like information, research, or analysis—which, as you’ll see in this lesson, might be part of the reason why so many communicators feel threatened by the latest technology (we’re looking at you, AI). Research, for example, is more valuable for the one conducting it rather than the one receiving it, and the intentions behind leveraging research in communications don’t seem to align very well with the values of an editorial marketer.

Meanwhile, analysis and insight are not the same thing, while clout can do more harm to your brand than good. Watch the lesson and you’ll see exactly why.

Exercise 1

How will you ensure your content provides value moving forward? Share your contemplations in the comments below.

Exercise 2

What are some moments in which you’ve chased clout above all else? How would an editorial marketer have done things differently?