--- title: Understanding an audience and creating great content image: https://www.davidmeermanscott.com/hs-fs/file-1075800343-jpg/blog-files/nalog.jpg --- [Skip to main content](https://www.davidmeermanscott.com/blog/2008/02/understanding-a.html#maincontent) [ «  View All Posts ](https://www.davidmeermanscott.com/blog) # Understanding an audience and creating great content February 25th, 2008 1 min read By [David Meerman Scott](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) ![](https://www.davidmeermanscott.com/hs-fs/file-1075800343-jpg/blog-files/nalog.jpg?width=149&height=34&name=nalog.jpg) At every speech I give, I suggest one of the best ways to create great Web content is for companies to [hire a journalist](https://www.webinknow.com/2007/05/attention_marke.html), either full or part time, to create it. Journalists (print or broadcast) are great at understanding an audience and developing information that buyers want to consume. [![Nalog](https://www.davidmeermanscott.com/hs-fs/file-1075800343-jpg/blog-files/nalog.jpg?width=149&height=34&name=nalog.jpg "Nalog")](http://freshspot.typepad.com/.shared/image.html?/photos/uncategorized/2008/02/25/nalog.jpg) At a recent speaking gig in North Carolina, I met Kathy Boyd who works in corporate communications at [Neighborhood America](http://www.neighborhoodamerica.com/), a company that creates enterprise social networks for organizations to reach consumers. Kathy is exactly the sort of person I'm talking about. She studied Mass Media Communications and Broadcast Journalism at Florida State. Upon graduation, she spent a few years as a TV reporter for [WFTX-TV](http://www.fox4florida.com/), the Fox affiliate in Ft Myers, Florida. After Kathy honed her journalism skills as a TV reporter, she joined Neighborhood America and now works on the company's corporate newsletter, produces some stellar videos, and develops customer case examples. Here are two videos Kathy created that you must check out. The first one is a video case study of Adidas, a Neighborhood America client **Adidas Goes Mobile At NBA All-Star Week 2007**. Note how different this approach to a case example is compared to most written case examples that are either a) dreadfully boring or b) prattle on about the product or c) both. This next video **Mission Impossible: So, What Does Your Company Do? **is Kathy’s video riff on my [Gobbledygook Manifesto](https://www.webinknow.com/2006/10/the_gobbledygoo.html). After hearing me talk about gobbledygook, Kathy thought it would be fun to cleverly capture interesting information about Neighborhood America in a fun and approachable way. It works, don't you think? Well done, Kathy. And kudos to Neighborhood America for taking a chance on hiring a journalist to do marketing instead of the "safe" route of hiring someone with a traditional marketing background. How about your company? When will you hire a journalist? [ David Meerman Scott ](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) David Meerman Scott is a business growth strategist, advisor to clever entrepreneurs who are building emerging companies, and the international bestselling author of a dozen books published in 30 languages. David’s high-energy keynote presentations, masterclasses, and virtual events educate, energize, and inspire. Connect: [mailto:david@freshspot.com](mailto:david@freshspot.com) Topics: [ Case Studies ](https://www.davidmeermanscott.com/blog/topic/case-studies) [ Marketing ](https://www.davidmeermanscott.com/blog/topic/marketing) [ YouTube ](https://www.davidmeermanscott.com/blog/topic/youtube) [ Brand Journalism ](https://www.davidmeermanscott.com/blog/topic/brand-journalism) [ Best Practices ](https://www.davidmeermanscott.com/blog/topic/best-practices) Don't forget to share this post: ## Related Articles [![](https://www.davidmeermanscott.com/hs-fs/hubfs/HubSpot%2020th.jpeg?width=800&height=448&name=HubSpot%2020th.jpeg) ### Congratulations Team HubSpot for 20 Years of Helping Organizations Grow June 12th, 2026|1 min read ](https://www.davidmeermanscott.com/blog/congratulations-team-hubspot-for-20-years-of-helping-organizations-grow) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Scott%20Pryor.jpg?width=1500&height=771&name=Scott%20Pryor.jpg) ### How Filmmaking and Fronting a Rock Band 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