Walt Disney has inspired many business owners and executives, but the Disney Parks team has learned to embody its founder’s approach by considering two questions.
“‘What if?’ and ‘Why not?’
“We [always] ask ourselves these questions,” Disney Parks’ editorial content director, Tom Smith, told eager marketers and PR pros during Ragan Communications’ fourth annual Social Media for PR and Corporate Communicators Conference. “We took this newsroom mentality that’s driven our blog and other channels, and [we’ve] spread it through marketing. That’s the genesis for our culture of content blog.”
In his keynote address at the Disney event, Smith said his team’s keys to the magical kingdom of content have come largely from putting their audience first.
“People drive everything we do,” he said. “We are audience-centric. Find out what your audience wants and how to get it to them. Come up with different strategies to take complex topics or inside [information] and bring it to the audience’s level; make it easier to understand.”
When it comes to strengthening your organization’s content, Smith advises taking a three-step approach—and says it all comes back to your audience.