While others are still writing blogs, we build a whole damn magazine instead. Here's why
TO: Content Team
CC: Web Team
FROM: Azleen Abdul Rahim, CMO
SUBJECT: While others are still writing blogs, we build a whole damn magazine instead. Here's why
Hi everyone.
Azleen here. Listen up. A few days ago, I instructed the web team to overhaul our corporate website. While the cleaning up is in progress, I want to prepare the content early. This is where you guys will come into the picture. I know in the meeting I said the content work shall start only in 2 weeks, but I changed my mind. We need to start now.
As briefed, this magazine we are about to create is going to be huge, full of insightful content. It is not only about our company, but also about the entire industry we are in. Why create a magazine instead of just blogs? Well, blogs are for amateurs. Let our competitors focus on blogs and talk about themselves. It won't help us to be indexed on search engines. It won't help us to be cited by AI Assistants. It won't help us to be found on AI Overviews. Remember, we are living in the AI era now. We need to be the go-to resource not just for the products and services we offer, but also for the entire industry. I want us to dominate it in 18 months—quietly.
That being said, all our content must be narrated to answer questions coming from every angle about the industry, about our company, about our product, about our services, and about our community. Now, to achieve those things, I want you to focus exclusively on these six critical content sections that we shall park in the magazine.
First, the Feature section. Here, every single interview-article will highlight selected industry individuals and organisations, allowing us to index their authority alongside ours. We will find those emerging personalities for it. Second, we will build a Glossary section. This is to define core industry keywords and mechanics. FYI, this is our play for the What is and How does it work search queries that drive top-of-funnel traffic. Third, the News section will cover our latest announcements and events, ensuring our corporate updates are visible and searchable.
The remaining three sections will go deeper into our expertise and market sentiment. Our Insights section will house sophisticated, opinion-based thought leadership that answers the challenges coming from the industry, community members and customers. We will supplement this with Surveys, where we gather and publish fresh market data to establish ourselves as a primary source of industry trends. This survey doesn't have to be big. Just enough datasets would do so that the results are credible. Finally, our How-To section will provide granular, process-driven guides relevant to our core competencies and the broader ecosystem of our industry. For now, this is the playbook we shall adopt in order to win the Internet in the next one and a half years. Soon, we will add a few more strategic sections to make the magazine look even better.
Let's work on this together, everyone. I personally foresee that in 12 months, our credibility will be established through high-intent search. This is the entry to the rest of the purchasing journey before we subtly convert them into paid customers. We shall track the performance via the KPI Dashboard. Once we have a handsome website and a series of super-insightful content being published regularly, we will be unbeatable. I can promise you that.
Before I forget, think of a name for this magazine, too. The website team will create a subdomain, as in /magazinename, for it once we agree on the name to be used. This week, do nothing but conduct good research on the content format that we can use. Do check out other magazines too, out there and see what else I may have missed. I expect the first content calendar reflecting these six categories to be ready for review by Wednesday afternoon.
Azleen
P.S. Thanks for reading. Text now if you require a CMO.
