While many believe that AI has now given brands the power to satisfy the immediate needs of the consumer based on things like search intent, that’s not the type of intention communicators should be focused on. Editorial thinking has the power to stabilize an organization in its own intentions to the point that no technology (current or future) can threaten it—and the same goes for the professionals spearheading it.

In this lesson, Flavia not only describes how to find your stable point, she also debunks some other big myths in today’s typical marketing strategy: That content should drive conversions, that it should be persuasive, and that passion can be manifested simply through the comms of your highest-level executives.

Exercise 1

Reflect on the driving factors behind your content creation. Is it to drive conversions, and if so, what type of conversions? Write them down, and then spend some time mapping out an intentional approach that doesn’t prioritize conversions but still leads to them naturally.

Exercise 2

Who are some of the thought leaders from beyond your high-level executives that you’d like to include in your editorial strategy, even if it means tailoring your process to better fit their style and habits?