Specificity. It’s probably the single most important element in an editorial marketer’s strategy, and in this lesson, Flavia argues why. She depicts how there’s a huge gap—an abyss, some might call it—between today’s brand narratives and their subsequent product and service marketing. How internal employees (communicators of all types) don’t understand their brand’s messaging enough to produce content that does more than simply repeat the high-level texts that were already approved as part of the corporate strategy.

She also shares a glimpse into the proven layers she’s always worked through to get a brand to that level of specificity. You’ll want to screenshot those.

Exercise 1

Go through the various levels of specificity included in Flavia’s editorial structure and apply them to your own brand. Test the model with one vertical first, for example, to make the process more manageable. And be sure to drop your questions in the comments below for Flavia to answer along the way.