Margarita Noriega joined Glitch a year ago, and has since founded its tech culture publication, Glimmer, which launched in February. Glimmer consists of Podcasts (run by Glitch’s Media team), Original Features (assigned to freelancers), and The Playlist and Starter Kits, which lean more toward content marketing (sourced and written internally). Margarita says you won’t see a ton of content marketing in the podcasts, and you’ll see almost none of it in the original features. Though she reports to Marketing, her role as Principal Editor combines content marketing with editorial.
What made Glitch decide they needed an editor to champion content?
The original Culture Zine came out of a very strong personal love for zine culture at Glitch. I think there was a cultural and technical skill set alignment when Glitch launched and they started producing media formats that really aligned with the skills of the people in the room. Eventually you get to a point where the people in the room cannot tell the stories in the formats you need for other things. At some point, tiny experimental media content doesn’t work as well for general audience brand awareness.
I was hired to run a zine that wasn’t in print, for a tech company that is really a community, about cultural topics, for an industry that’s been pretty controversially connected to culture. So there were all these threads I had to undo and then try to weave back together. And that led to the Culture Zine becoming Glimmer.
We were using Ghost for the Culture Zine, and we loved Ghost. We needed something that our brand partners could jump into as a CMS. So we knew we needed to make a choice about ramping up our backend to create a website along with the platform.
Glitch is already a platform, that’s what we call the Glitch community, and that’s really what you see in the messaging on glitch.com. But there also has to be an engine for creating content that isn’t in an app, that isn’t a zine. We still do a lot of content as apps, but they are very experimental. So from a marketing perspective, editorial perspective, and the media team’s perspective, we needed juicier stuff.
We chose Prismic, it’s a newer CMS. We’re running Glimmer off of Prismic and that allows us to do all sorts of content strategy we couldn’t do before. And of course, that requires an editor. Before I came to Glitch, I was consulting and contracting for companies, and that included WordPress. So I came in with a certain knowledge of the CMS world.[Read more…] about Margarita Noriega: I use ‘the Love Metric’ to share content success