"Data isn't direction" ft. Emily Anne-Epstein of Asana

"The internet is a living document."

Originality in content creation is vital, and the ability to constantly adapt to remain in the game, if not be ahead. That means, you have to be willing to take what you know about your audience's behavior, and take an informed risk.

In this episode, Emily Anne Epstein joins me to discuss the importance of originality and adaptability in content creation and the need to understand and be attached with the audience. She emphasizes on the role of storytelling, data analysis, and collaboration to achieve successful content. Emily also deals with the importance of editing and having a room for feedback to constantly improve the quality of the content. We stress that there should be alignment with the organization's goals and values and to always aspire for improvement. Overall, the episode provides insights and advice on how to create effective and engaging content in the ever-changing landscape of the internet.

In this episode, we discuss:

• The importance of originality in content creation and the need to constantly adapt to the ever-changing landscape of the internet.
• Emily's Philosophy of content marketing and its ways on how to understand and connect with the audience. 
• The role of data in content creation and the need for an effective analysis. An understanding of the metrics should be observed as it adds value to the work and to regularly check out what did well and why.
• Ideation and inspiration include the significance of reading and being an expert in the topic, possessing an open mind to inspiration, and making a diverse team to bring about new content ideas.
• Understanding business goals of the organization and ensuring its alignment with the ideas of collaborators to move in unison towards success.
• Adapting to the ever-changing internet and never expecting yesterday’s strategies will work at present. There should be experimentation and risk-taking in content creation.

These were our favorite quotable moments:

- "It's inspiration so you're having this conversation every single day where you get to put something out there in the world and then there's this democratic process where the world will tell you if they liked it or not and you can then take that information and say okay i'm gonna do 50 more stories about that."

- "You can't expect yesterday to work today."

- "I really wanna understand what the goals of the piece are so that question who is it for? how does it help them? where is this content going to be you know sent out? Does it align with the brand mission and values? Is this person who's writing about it an expert? Do they have authority on this topic? And is the answer that is the most important um in there which is so what? So what right?"

- "Being edited, being open, also getting things wrong is really important. You know when I started in content marketing, I didn't necessarily understand all of the ins and outs and the technical aspects of editing this type of work, but I did know that I can make any stories stronger, and that's really what I focused on, which is what I asked from other people. What is your expertise? I can make words better, so that's what I focused on."

If you'd like to watch Emily edit live, click on this link and you'll be brought directly to it on our youtube channel: https://youtu.be/Vz6qHRypxBE?t=1656

If you'd like access to this doc, and many other guests, go to https://thecontentstudio.com/the-vault/

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