Staying Ahead Of Content Marketing Trends With Sean Stanleigh, Head Of The Globe And Mail’s Content Studio – Forbes

Staying Ahead Of Content Marketing Trends With Sean Stanleigh, Head Of The Globe And Mail’s Content Studio – Forbes

Using storytelling in marketing can help build captivated audiences.


Stephanie Ricci contributed to this story.

Sean Stanleigh’s extensive journalism background has enabled him to develop a profound understanding of storytelling. Working in various senior editing roles at The Globe and Mail and the Toronto Star provided a foundation that he has leveraged to successfully chart the direction in which content marketing is moving today as the head of Globe Content Studio, the commercial content division of The Globe and Mail.

“What’s interesting about journalism these days is that your career may not be in media, but it may be in content marketing,” said Sean Stanleigh, the head of Globe Content Studio. “The difference is working for a business that is not a media company, but tells stories related to its products or services.” 

Stanleigh leads a team of writers, content strategists, data analysts, and social-media strategists that join forces in blending data and journalistic intuition to deliver compelling storytelling marketing for partnering brands. He shares that journalists are often sought for by companies for their narrative skills and ability to create content that captivates audiences.

“A journalist asks great questions that lead to interesting answers, that then lead to great content, and that makes them valuable,” he said.

The journalist is also the host of The Globe and Mail’s award-winning podcast, Industry Interrupted, which considers how innovations in technology are reshaping key sectors of the Canadian economy. 

“Industry interrupted is really about how big businesses can learn from the way small companies approach their strategies,” told Stanleigh. “Disruption happens to companies of all sizes and in all sectors. It’s how we manage that disruption that’s important.”

The podcast, which has released 17 episodes to date, explores a variety of topics ranging from predictive health care to the rise of e-commerce to examine how industries have developed, and what it means for consumers. He shares that its three main takeaways concern consumer behaviour.

“Consumers change, and they are impacted by the behaviours of other consumers,” he said. “It’s first and foremost about following market trends and trying to get ahead, and not playing catch up by getting behind them.”

Stanleigh’s following advice touches on embracing industry disruptions and the ability to gather people around an innovative vision.

“No matter how many organizations want to embrace change and want to build it into their cultures, you still have to have employees that are willing to embrace that change on your behalf,” he said. “It’s okay to be uncomfortable, but you really need them to at least get most employees on board and be willing to try new things.”

Finally, businesses have to be quick to move at the same pace as technology to keep up with the business trends, according to Stanleigh. He adds that Generation Z tends to be extremely tech-savvy, making it easier for them to grasp the way things move online.

Stanleigh shares that Globe and Mail’s digital shift occurred in 2012 with the introduction of the analytics platform called Sophi. 

“We started to think of The Globe and Mail, …….


Content marketing