Antonio Cuevas
Editorial Director / Content Producer / Digital Marketing Strategist

Antonio Cuevas

Editorial Director/Content Producer/Digital Marketing Strategist

DTLA

www.cualmedialab.com
twitter @cualmedialab 
LinkedIn

 

WHAT DO YOU DO?

I have a hybrid background in editorial (aka content) and marketing. And I consult for brands in the areas of digital marketing and producing creative content—articles, blog posts, video, photography, social media. The buzz term right now is: content marketing. I manage the content process: 1. creating a strategy plan and ideas, 2. the writing and editing, 3. managing the logistics of publishing, and 4. measuring effectiveness and gain from all this work. 
I also collaborate with other creative pros—designers, filmmakers, social media specialists, photogs—to produce content that serves a brand's strategy.

 

WHAT STEPS DID YOU TAKE TO GET WHERE YOU ARE NOW?

I paid some dues and climbed the ladder working in the corporate world—at major publishers and media companies like L.A Times, Chicago Tribune, Variety, William Morris Endeavor. I'm proudest of the relationships I’ve developed with many creative professionals. In media, it’s all about sharing stories in ways that really connect with peoples’ curiosities, desires, fears, concerns, etc. Stories is how we connect, how we build relationships. I like to say I have formal training in doing that for the Internet and social media. Going to graduate school in business was also a pretty major milestone. 

 

 

FOR OTHER PEOPLE IN YOUR FIELD, WHAT DO THEY USUALLY LACK?

There is a massive noise of content and media out there. I aim to help companies produce and post quality material that is going to mean something to people AND achieve a business goal. That’s why I start by writing strategy based on research, and spell out goals and ways to measure a content campaign’s success. I think many writers, social media specialists and video producers are often hired to simply produce. I hear of companies spending to create rad material but so often with hardly any strategy to define goals, or plans to measure for any impact on the companies growth. I also line up tools and tactics for getting the content/media seen by real people.

 

WHAT ARE YOU WORKING ON RIGHT NOW?

I’m working on the content strategy and editorial planning for a soon-to-be launched website that’s looking to be a cross between Good magazine, Takepart, Refinery29 and The Hollywood Reporter. A website that spotlights trends, brands and news that are all about socially and eco-conscious practices and values… but with a hot balance of style and glamour, too.


WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?

Honestly, I’m doing the perfect balance right now: creative ideas, editor, marketing strategy presentations, using digital tools like a ninja. 


WHAT IS FRUSTRATING YOU RIGHT NOW?

I get a lot out of in-person meetings with clients and collaborators but so many people grab first for email and phone because it’s totally acceptable. It frustrates me because sometimes vibing in the same room, at the same table, with people can push a work in progress so far ahead!


WHAT TASK KEEPS LANDING AT THE BOTTOM OF THE TO DO LIST?

Create a quarterly “Look Book” of curated and original content to share and present my POV on topics like creative process, media, technology, human communication.


IF YOU COULD HIRE SOMEONE FOR $20/HOUR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?

Copyediting; running headlines thru keyword/SEO tools; social media content stuff. 


LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?

I’ve always had personal projects to feed my need for a creative outlet—websites, radio/music DJ, iPhonetography, mentoring writers, etc. Back when I built my first magazine site I would’ve advised twenty-something me to seek out more collaboration and find ways to align with companies. Maybe I could’ve started my creative agency sooner…


IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?

Anna Wintour and/or Grace Coddington on running the iconic Vogue editorial operation.


WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?

Content initiatives to help move the needle for a brand’s image and relationship with their target audience on the Internet and social media. Especially trending content like video, long-form blog posts and multimedia articles. Collaborations with other creatives are cool, too.


WHAT IS YOUR IDEAL CLIENT?

I don’t get mad at: at least a little daring; driven to be better; decisive; clear with communication; has a working sense of their target audience/customer base.


WHAT IS YOUR RATE? 

Based on experience, I’ve found it’s more cost-effective for clients to bill by project fee or monthly retainer, and basing that rate on the deliverables.


HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?

Email is the very best way to get me, followed by LinkedIn Messages. One of my favorite stages is scoping the possibilities so don’t be shy if you don’t know precisely what you want. I normally propose package options to potential clients.


HOW DO YOU STAY CREATIVE?

I follow my curiosity constantly. 


This member profile was originally published in February 2016.