What is the value of editorial?

Strategy gets the hype, but how does that strategy work through us to arrest attention and occupy a space in the hearts and minds of our customers?

Moreover, how do we communicate that to freelancers and do it at scale?

This is what Erica Schneider and I discussed at length on the most recent episode of The Cutting Room.

In this episode we covered:

👉 The value of intense editorial
👉 Developing freelance writers
👉 Injecting humanity into boring topics

💬 Here are our favorite quotable moments: 💬

"From what I've seen, there's an over-saturation of people that are experts in the strategy side which is so great. It's so important, but there's not an over-saturation of experts in the editorial side of things.

...one can't exist without the other."

"As much as I care about editorial, I care equally about making sure that you are uncovering what you want to talk about, as much as I do about talking about it well."

"You don't want to be quoting the same story that everyone else is quoting because that dilutes the value as well. Doesn't it? If everyone has seen the same story, um, so. You want to go into communities. Go on LinkedIn, go on Twitter, go on Quora, go on Reddit.

"Do all of those things and dig into, examples that people have shared themselves, linked to anecdotal examples that you could potentially reach out to someone and be like, I found your story really interesting. Can I get a quote from you about this? And that's another way to sort of inject storytelling without having to tell the whole story."

Erica also provided us with some great resources!

Her outline framework for freelance authors: bit.ly/3tV1m4s

Commonly cut phrases and self-editing checklist: bit.ly/3IU1kOr