Back in the aughts, working at a social media startup, I created a meme Posters and Pasters. Posters were original content creators and Pasters were people who curated and posted others’ content. A ZDNet newsletter dude Jakob Nielsen (I think) thought 93% of the web’s content was the work of Pasters. My qualitative thinking agreed.
As a brand planner I love studying Posters: Smart, committed writers and thinkers who share their topic-love on the web – mostly for free. They inspire me. They delivered great grist for the brand planning mill.
I grew up in the business (ad agencies) reading trade press and insider looks at their respective category. One trick was to religiously read the most respected and talented journalists on a given beat. It helped with sources, interview leads, data and trends.
We’ve come a long way since those days. Trade magazines have moved online. Journalism has changed. Influencers have sullied the waters. Some Influencers might even be called Posers. Be careful with Influencers.
Still, I seek out Posters in my work and you brand planners should as well.
Peace.
