Flavia Barbat - Nuclear content strategy. Branding, publishing and the future of content - S3 Ep29

Have you noticed over the past year or so, all social media content is regressing to the mean of bland, sameness? Content which appears useful at face value but isn't. Feeds and blogs full of posts that all look and sound like each other. Most are wildly popular. But when you dig beneath the surface you'll find them as unhelpful as they are helpful. 

We've all been tempted to emulate this style. But what’s being lost in this process is something much deeper. A void has been created. This proliferation of generic sameness presents an immense opportunity for the opposite. High quality, well-thought-out, useful content.

But how do you go about doing that? 

Well, Flavia did this from scratch for an advertising agency called Sapient before it merged with Publicis and Razorfish. And you'll hear the whole story of how she did this. Including details about her nucleus framework. 

And this did this on the side while consulting and running BrandingMag. She's a writer by trade, but also architected content strategy and has a firm grasp on everything brand. This is rare. So we just had to get her take on all things content.

And it's her ability to blend brand with content that gives her this practical yet strategically-grounded perspective that’s quite unique. In this episode she eloquently explains how interlinked and essential the relationship is between content and brand

But, what is brand? What critical half of brand do most people miss?

What’s content for that matter? What’s content marketing? And what’s the difference between high and low quality?

You’ll also learn how to do real thought leadership. Powerful pieces that move people versus the fluff you see plastered over Linkedin.

So have a listen and Flavia will teach you the exact framework she uses to set up a world-class content ecosystem at any company.

And there’s lots of tactical takeaways, from things like how to get time from very senior and busy people within the org to get the content you need. Through to how you can get onside, people internally so make all of this happen. 

And of course we talk about Brandingmag's genesis story and where they are heading in the future

This is deep and detailed

Are you feeling lucky punk? 

Well are ya?