Page 70 - Webinar workbook

a compelling story, or a series of stories that fit neatly into the content plan. This is another

example of transferrable skills, in this case from journalism to marketing.

The Editor

It’s rare that a good story teller (journalist) is also a good editor. In some organizations the

editor role is not a full time role. Whether a full time or shared resource, the primary purpose
of the editor is to review the content produced by the story tellers and edit it for the 3 Ps:
punctuation, polish, and power.

In addition to ensuring the story is grammatically accurate, the editor should ensure the story is
told in the desired voice of the brand. And, he/she needs to ensure the story is compelling and
relevant (power) for the intended audience. The editor and story teller roles are greatly
integrated in the new marketing department.

The Creative

This person is primarily focused on making the story interesting with creative elements. Most
commonly this entails graphic design. Even in long form format (like this article), creative
elements are important. Effective use of imagery to correlate the main theme of a content
asset plays more than a subliminal role.

Even the style and layout of an article contributes to the user experience, adding quality and
distinction to the content asset. Creative skills can be found in many industries, often coming

out of multi-media environments with degrees from schools with reputations for teaching
creative skills such as Full Sail University and Emerson College.

The Technical Director

The technical director role is one that is mostly needed to “direct” the digital execution of

content across various formats and channels. The most common examples of technical skills
needed here include image editing using tools such as Photoshop, video production using tools
such as Final Cut Pro, other forms of digital production such as animation and audio using tools
such as GarageBand or Audacity.

70
Email: truckitright2@gmail.com Website: www.truckitright.com Phone: (323) 301 6531