Listen to the Music: Why Every Brand Needs to Define Its Own Editorial “Beat”

Remy Bernstein

Let the music play.

The best musicians create art that uniquely captures the hearts and ears of fans — and the same is true of great content writers and marketers. So what is the best way to gain the admiration of your target audience?

It’s in your best interest to get out there and start a conversation within your industry, defining your own editorial “beat” that can be heard above all the other noise.

Follow the Crowd

You likely wouldn’t find crowds of opera-lovers at a rock concert, or heavy metal fans at a small acoustic set. While it’s important to tailor your content to suit the interests of your target audience, none of that matters if the content isn’t actually reaching said target audience.

St.Louis-based investment firm Stifel’s target audience is largely made up of financial advisors.
So it makes sense that Stifel has started an insightful dialogue via LinkedIn to gain exposure among qualified professionals who are actively seeking industry-specific content.

By pushing its content on the most relevant social channel, Stifel has established itself as a trustworthy authority among people who are actually interested in financial services.

Remind Them Why They Came

Many talented musicians have fallen victim to the one-hit-wonder phenomenon. As a content writer, drawing in new readers and fans with a compelling article is the first step to success, but you must also find ways to keep them coming back for more.

The renowned mattress company Casper, for example, launched a publication dedicated to sleep-related topics. By owning the conversation with lots of relevant articles — and subsequently, a steady stream of accompanying social posts — Casper has established a well-deserved reputation as the thought leader in all things sleep. A year in, the publication is still going strong, attracting over a half million readers each month.

Stick With the Hits

While everyone loves a good cover song, legendary musicians know their crowds want to hear the originals. Once you develop a strong fanbase, keep pushing out the content that made them fall in love with your brand in the first place. Think about what your audience likely finds most valuable and engaging about your content, and keep replicating it in new and fresh ways.

When monthly razor delivery service Dollar Shave Club launched MEL back in 2015, fans couldn’t get enough of the raw, in-your-face publication.

By staying true to the nature of the brand and continually producing honest content, the brand has managed to acquire a massive fan following. Its stockpile of compelling editorial content allows Dollar Shave Club to create more shareable posts on Facebook and Twitter, directing traffic back to the company’s site.

Stay for the Encore

With the rise of social media and shortening attention spans, it’s not enough to produce great content if you want to hold on to your dedicated fans. Stick around and participate in the dialogue you’ve started. Answer questions, reply to comments, and show your audience that you appreciate their ongoing support.

Oreo does a great job of engaging with followers on social media:

The popular brand is hardly a newcomer to the marketing game — which just goes to show, even the most established names in marketing (or music) can’t expect continued success without a little bit of hard work.

So when the fans start screaming for an encore — go back on stage and give them all you’ve got.

This article originally appeared on

Remy Bernstein


Directs agency operations and client strategy across creative, sales, and marketing teams on two continents.

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