Michael Kaye writes for Inc. magazine about how Yahoo Finance is blurring the line between journalists and creators.
Kaye writes, “Mills says Yahoo Finance looks for creators who combine subject-matter expertise with personality. They may have previously been founders, operators, or analysts. What matters is that they know something and know how to communicate it.
“That’s a useful lesson for other media companies looking to work with creators. Follower count may be the easiest attribute to quantify, but it isn’t necessarily the most valuable thing a creator brings.
“‘The market is not a scripted broadcast. The market is a conversation,’ Mills says.
“Creators are often particularly good at having that conversation. They can make complicated subjects digestible, even relatable. They build relationships with audiences that extend beyond any individual piece of content. Yahoo can then give those voices distribution they might have struggled to achieve independently.”
Read more here.
