Cooking Up Great Content? Hire a Soup Taster
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As more and more marketers recognize the power of content to drive brand, engagement, lead generation and advocacy, there’s no shortage of content competing for your eight seconds of average mobile attention span. And we all know that what’s funny or interesting or inspiring to one person isn’t to millions of others swiping through the same feed. As marketers creating thousands of hours of video, newsletters, blogs, white papers and podcasts, how can we make sure our content is good before it’s posted?
One client marketer of a major Fortune 100 company asked, “Why does the content my external agency creates outperform the content my in-house team creates by about four to one?” I answered his question with another question, “Well, who’s your Soup Taster?”
Perhaps you recall the scene in the endearing Pixar/Disney film “Ratatouille,” where the rat Remy secretly makes the soup, which the chef then tastes to determine if it can be brought out and served to the customer in the dining room. When the chef’s taste buds tell him it’s good, then, and only then, can it be served to the customer.
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