CNN are embarking on a new project after earlier this week announcing they had acquired the social-sharing app Beme.
Central to the deal (reportedly worth around $25 million) is taking on co-founder of Beme and YouTube star, Casey Neistat, to help build a new company that focuses on "filling the world with excellent, timely and topical" content.
In a statement CNN said, "It won't be what most people think of as 'news' but it will be relevant to the daily conversations that dominate our lives." Clearly highlighting that the way people are consuming content and engaging with news is evolving from the traditional formats.
In the world of B2B communications, this presents a great opportunity if you are able to position your organisation at the heart of your core communities by producing authentic, expert-led content that is both timely and topical to maximise engagement.
Although you do not need to reinvent the wheel to achieve this, considering the conversations that dominate your clients' lives will make it much easier to create valuable content and enable you to build your audience authentically.
"Casey has tapped into nearly six million really powerful viewers, most of which do not tune in to CNN," Andrew Morse, CNN's digital boss, told The Times. "To build this audience authentically, we believe we need to build something new."