As the Founding Managing Editor of BlueNotes, ANZ’s multi-awarding winning forum for business and economic news, Andrew Cornell relies on storytelling to reach a time-poor audience.
With a career in journalism spanning 20 years, Cornell says there’s no doubt storytelling and engaging content is important but getting it right can be a challenge.
The first step for brands looking to tell their story is to decide what the objective is. He says: “Do you want thought-leadership so that your brand's reputation gets better, or are you trying to sell a product, or convince policymakers?”
For ANZ, the mission of BlueNotes is thought-leadership and once this was decided, Cornell says the next step was homing in on the audience.
Getting these two parts right is critical with Cornell noting that a significant amount of content produced by corporate newsrooms is quickly deleted.
“The hurdle is, how will you get your audience engaged? How do you distribute it? And that gets to the mechanics of the production of content. How good is it? Is it crafted properly? Does it suit the audience?” he says.
This is no easy feat, yet Cornell believes content shouldn’t be outsourced. “Everything is storytelling. Good content isn’t just built around what we want to say. It's content that people will read, watch, or listen to,” he says.