I’m doing Communications since 1998, when we used fax to send press releases to the press. Remember that? I do. It was painful. If you’re in your 20s, it’s OK to google “what is fax”: just another machine that we don’t need anymore, but I’m glad I’ve learned how to use it.
I was the intern and by that time, it would take a year to learn what now you can learn in one week working in any PR agency. Sending the press release does not take hours anymore. Thanks, email technology and spread platforms! Thank you so much! Positions are opened for Journalists who know how to convert. Convert? Convert internet interest in sales. Oh, sure!
In 1998, we had the advertisement team, conversions were definitely not part of the content crew role. We used to write, marketers used to pay and convert. Then we created the internet, and ads became more obscure. As a content maker, I have no interest in spending my day doing Google or Meta ads, and that is the reason I was told I am not skilled enough. So, I am behind.
I left the last agency I worked for in Brazil in 2017. Almost 10 years now. Nothing has changed much, the metrics are not clear, ad investment is not proportional to sales increment. Content makers are just converters now linking any empty content to an empty add, nothings translates the values of the brands anymore, by the way, which values? We create fluid companies that will make the max amount of profit in the shortest amount of time, nothing is permanent and we have a big amount of fraud in the internet, cannot trust much of what you read. Do marketers create good content? That was a Journalists’ job, that ones who know how to research information and dig into the subject, and are not first impressed by the colors or the pretty design, but looking for the answers to all possible questions.
Seeing what happened to most of my friends, the last 10 years feels like the content crew was just smashed by technology and by the youth, and now is doing something else! If you don’t know Photoshop, don’t have patience to social media, you won’t convert, you just write, you probably are struggling to find a position that values your skills. Your skills now, can be done by a bot. Are we all comfortable with that? Or are we all protecting the human character, the humanity that remains in us?
Empty content is just a lot of empty pages linked one to another. When you have a reputation as a Journalist, and a carrier, you are respected. You’re a specialist. Social media ads should not cost more than PR actions, that are focused on specialists, not a shot in the dark web. Journalists back to content is what you should be looking for to convert and increase your sales, my love. You only create the so important and differential good content, that now everyone is waking up for, when you have the specialists in that. So stop hiring young kids with no reference and hire the old Journalists back!
The regress of the ones who never went. A volta dos que nunca foram a lugar nenhum.
The Journalists gap is how I would call the era 2010-2025.
Rê no Rolê 