Tom Cruise is every brand’s ideal content strategist

Even if you can’t stand the guy, the way he selects movie roles is an inspiration to people who plan content for organizations.

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Corniness of that opening sentence aside, Tom Cruise makes for a compelling model of how to run a brand: While his trademark relates to an über-successful motion picture career—and yours likely doesn’t—there are many things a business can learn about reputation management and content strategy from him.

And just what is the “content strategy” of Tom Cruise’s career? It’s fairly simple. Cruise delivers to his core audience while attracting new fans with moderately risky creative choices, still keeping himself fresh for critics and colleagues with strategic, iconoclastic roles that challenge the core Cruise brand.


My boss Ian Lurie subscribes to a 70-20-10 approach to on-site content (a slight refining of Jonathan Mildenhall of Coca-Cola’s famous value and significance strategy). I also subscribe to this philosophy for the following reasons:

• It is a deliberate and thoughtful method of planning useful, entertaining, and responsive branded material.

Just what is the 70-20-10? According to Ian:

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