Start Creating More Engaging Content: Contently's Co-Founder Shane Snow Explains How

When Contently was founded in 2010 there was still some debate as to the value of content marketing. Should brands really act as publishers? Is content a legitimate investment? And don’t even mention the topic of ROI. Four years later, the conversation has shifted from should we create content to how could we not? Shane Snow isn’t surprised by the change in tone. One might even say he predicted it.

Shane is the co-founder and Chief Creative Officer of Contently —a tech company that provides publishing tools and creative talent for major brands. He’s also an award-winning entrepreneur and journalist whose writing has appeared in Wired Magazine, The New Yorker, Fast Company, and Advertising Age. Shane has been named one of Details Magazine's "Digital Mavericks," one of Forbes's "30 Under 30 Media Innovators," and a member of LinkedIn's exclusive Influencer program. His first book Smartcuts is in bookstores today.

Earlier this summer, I invited Shane to be a guest on my show The Next Crop—a weekly web series that features the next generation of business and media influencers. Today, I’m excited to share that episode with you.

In the short clip above, Shane and I discuss the ever-evolving topic of content marketing and the one thing any person or business can do to boost their efforts.

“We talk a lot about content, but we often forget that story is the root of what makes content memorable,” says Shane. “You have to think about stories pervading everything you do.”

But the process (and outcome) varies greatly for different organizations. And although Shane believes most companies should invest in some type of content, he’s not a fundamentalist.

“I’m not convinced that every brand should be doing it,” says Shane. “If you’re a business you need to step back and think about your goals. There may be other channels that are more effective and important.”

In the full episode, which you can watch on TheNextCrop.com, Shane and I explore the topic further. He shares how the content landscape is changing, why native advertising is increasingly important, and how storytelling is redefining business as usual.

As the world becomes increasingly noisy, there’s little doubt that the conversation around content will once again evolve. It almost has to. And when it does, when the next big platform or network or app disrupts the marketplace, there will be plenty of people who profess expertise. But very few of them will have Shane Snow’s vast knowledge, experience, and insight. So trust me on this one: listen to Shane. He knows what he’s talking about.

Check out the clip above to watch five minutes of my interview with Shane, and visit TheNextCrop.com to view the full episode. To pick up a copy of Shane’s new book Smartcuts visit Amazon.com.