Marketing Trends Podcast Summary: “How The Harvard Business Review Thinks About Content”
Host: Jeremy
Guest: John Korpix, Vice President and Executive Creative Director at Harvard Business Review (HBR) and Harvard Business Publishing (HPB)
Release Date: October 16, 2024
1. Introduction to John Korpix
Jeremy opens the episode by introducing John Korpix, highlighting his extensive career spanning over two decades. John oversees print and digital content, as well as brand design at HBR and HPB. His diverse background, including experiences from consumer publications like Entertainment Weekly and GQ to digital roles at Fortune and ESPN, has shaped his unique approach to storytelling and problem-solving.
Notable Quote:
"John leads the creative strategy for one of the world's most respected business publications, guiding the visual and editorial direction in both print and digital."
[02:26]
2. Career Trajectory and Creative Philosophy
John discusses his non-linear career path, emphasizing his intrinsic drive to continuously learn and adapt. From working various roles to becoming a bike messenger during periods of inconsistency, these experiences have instilled humility and a focus on serving the audience effectively.
Notable Quote:
"My North Star is like, how can I be most useful? How can I apply my life experience to figure out the best way to tell these stories and the best way to position the brand."
[05:09]
3. Balancing Storytelling Across Platforms
Jeremy raises the challenge of maintaining engaging long-form content in an era dominated by short-form media. John explains that storytelling must adapt to platform-specific expectations while ensuring content remains meaningful and research-based.
Key Points:
- Platform Dependency: Each platform (TikTok, Instagram, YouTube, print) has unique storytelling expectations.
- Long-form vs. Short-form: HBR produces both deep dives on platforms like YouTube and concise content for TikTok.
- Versatility: Success requires excellence across all content types without neglecting any platform.
Notable Quote:
"We have to be good at all of these different types of storytelling and that, you know, wherever we meet, wherever the audience wants to engage with us, we have to be really good at telling stories in that environment."
[05:53]
4. Strategies for Specific Platforms
a. TikTok:
John highlights the popularity of "manage yourself" content on TikTok, such as career progression tips and handling workplace challenges. The platform allows for experimentation, enabling the team to identify what resonates through iterative testing.
Notable Quote:
"People love to hear from the authors. We experiment with it all the time... it is a great platform for experimentation because, you know, you put something out there, if it doesn't work, no big deal, you're going to put something out the next day."
[09:45]
b. LinkedIn:
HBR boasts a substantial presence on LinkedIn, engaging 14 million followers by including the audience in conversations. Initiatives like LinkedIn reading groups and advisory panels foster a sense of community and participation.
Notable Quote:
"The thing that really resonates, the thing that our audience really likes, is when they are included in the conversation."
[12:14]
5. Creative Challenges and Solutions
John shares a notable challenge when HBR pursued a story about an internal Apple program. Initial creative ideas involving the Apple logo were reconsidered to respect the partnership and authors' perspectives. This experience underscored the importance of balancing creativity with respect for collaborators.
Notable Quote:
"Sometimes the authors don't like it when you're funny with their story because you've been doing two years of research and they're publishing a story."
[27:24]
6. Measuring Success in Creative Efforts
Unlike metrics-driven environments like ESPN, HBR primarily relies on qualitative feedback. User testimonials and direct feedback affirm the effectiveness of creative strategies, ensuring alignment with the brand's mission.
Notable Quote:
"There are not a lot of measurable quantitative success metrics for creative. It's hard to find those things. We are just mostly kind of relying on the fact that people want to read the story."
[30:04]
7. The Role of AI in Content Creation
John acknowledges the transformative impact of AI tools like MidJourney in the ideation process. While AI assists in visual brainstorming, HBR remains cautious about legal and ethical considerations, ensuring AI complements rather than replaces human creativity.
Notable Quote:
"We are using it a lot just to think visually and come up with ideas. So I think it's, it's sort of, you can't really ignore it like this."
[37:22]
8. Selectivity and Defining Good Content
HBR maintains high standards for content, prioritizing research-based articles from credible experts. The selectivity ensures each piece contributes meaningful insights backed by real-world applications.
Notable Quote:
"It almost always has to have been applied in a real, in a real world scenario... from people who are experts in the field."
[37:43]
9. Popular Topics and Timeless Articles
Generative AI (Gen AI) stands out as the most popular topic, with multiple covers dedicated to its applications. Additionally, articles addressing timely issues, such as Scott Baronado’s piece on grief during the pandemic, resonate deeply and achieve lasting impact.
Notable Quote:
"Gen AI is the most popular topic right now... people can't get enough of this topic."
[39:01]
10. Future of Visual Storytelling and Advice for Aspiring Creatives
Looking ahead, John is excited about the growing appetite for visual storytelling in business publishing. He advises aspiring creative directors and designers to adopt a design thinker mindset, focusing on collaboration and contributing to larger organizational goals rather than solely personal acclaim.
Notable Quotes:
"There is a real hunger for stories that can be told visually... I completely disagree [that visual storytelling is lightweight]."
[42:53]
"See yourself as a design thinker... how can I apply what I know to help the rest of the people around me be better?"
[43:51]
Conclusion
In this insightful episode, John Korpix of HBR shares his holistic approach to content creation, emphasizing quality, adaptability across platforms, and meaningful engagement with the audience. His perspectives on balancing creativity with respect for partnerships, leveraging AI as a tool, and fostering a collaborative mindset offer valuable lessons for marketers and creative professionals alike. As visual storytelling continues to evolve, HBR's strategies exemplify how to maintain relevance and impact in a rapidly changing media landscape.
Notable Episode Moments:
-
Opening Discussion on Platform Strategy:
"We have to be good at all of these different types of storytelling..."
[05:53] -
TikTok Experimentation:
"It's a great platform for experimentation because...if it doesn't work, no big deal."
[09:45] -
Respecting Author Partnerships:
"Sometimes the authors don't like it when you're funny with their story..."
[27:24] -
Advice for Creatives:
"See yourself as a design thinker... help the rest of the people around me be better."
[43:51]
This episode of Marketing Trends provides a comprehensive look into HBR's content strategy, showcasing how thoughtful storytelling and strategic platform usage can sustain and grow a prestigious brand in the dynamic world of marketing.