Divino Group launches content consulting division

Called Every Media Company, it will help clients aim to create content like journalists.

Chris Knight (Photo credit: Gretchen Throop)
Chris Knight (Photo credit: Gretchen Throop)

SAN FRANCISCO: Divino Group has launched Every Media Company, a content strategy and services division led by Divino cofounder Chris Knight and former tech journalist Tom Foremski.

The wholly owned subsidiary launched on Wednesday. It is working with one client: Redpoint eventures, a venture capital firm operating in Brazil. Every Media is also focused on attracting work in the startup community, specifically companies with Series B and Series C funding.

Every Media hopes to expand, Knight said, but for now, the organization is just him and Foremski, plus freelancers who will cover any work they cannot do.  

"We’ll be working with a network of folks," Knight said, "using some former journalists and some video producers and editors."

A large part of the division’s work will be consulting and training clients, Knight added.

"The idea is not just to do the service part," he said, "but also to be training companies how to think like journalists."

Companies spend a lot of money on content, Knight said, but they would see a better return on that investment if they worked like journalists, noting that traditional corporate marketing structures are slow and tend to water down messages.

"It is so frustrating to go through so many iterations of content that can take weeks to produce," he said. "When you publish more like a newsroom, you don’t have to have everyone weigh in. [In corporations] there is a lot of wasted time and the work never gets better. In fact, it loses value as it goes through so many hands."

Knight started Divino with cofounder Celso Dulay in 2014. Prior, Knight was SVP at Ruder Finn, managing the firm’s global technology practice, according to his LinkedIn account.

Foremski is a new media pioneer, having left his job at the Financial Times in 2004 to launch Silicon Valley Watcher. More recently, he worked as editorial communications director at software company Delphix.

Knight's relationship with Foremski began when he pitched the journalist stories for his clients. They began working together on content project for Knight's clients two years ago.

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