Content. The most overused word in media and marketing.
There are some other strong contenders. Authenticity and storytelling, to name but two.
In essence, everyone is striving to stand out and make themselves heard.
Jane Wolfson, director of Hearst Made, the content marketing division of Hearst Media UK, and I chatted about this recently.
Hearst UK, publisher of household names including Cosmopolitan, Esquire and Good Housekeeping has 16 million online users per month, so is in a pretty good position to survey the landscape.
Jane told me: “It’s about trying to get through the noise really. We are drowning in content. How do you curate it or create it in the most exciting way possible to cut through?”
Hearst has been publishing for more than a hundred years and like everyone else has had to adapt and keep on adapting.
“We are a content business and a digital business and we will always look to bring on new technologies to make sure our brands are reaching the people in any way they want them.”
The big question is. What’s next for Hearst UK? The answer? – have a look here.