“Content is King.”
Brands without the ambition of a Red Bull or the budgets of a Coca-Cola can still excel. Our Demystifying Digital conference on Content Marketing
discussed different aspects of brands as publishers. But what and how they publish needs to evolve. A print magazine mentality (long lead times, layers of approval) is giving way to a mindset more native to the net. Real time, proactive and reactive, opportunistic, creative. In other words, entrepreneurial.
Being a Contentrepreneur means adopting these characteristics and applying these three tips to your digital communication strategy:
1. Value Creation.
This is the key attribute of successful entrepreneurs in any field. Make something that is valuable to your audience or market. In the same way it applies to your actual business and products, it applies to the content you create as part of your communication programs.
Move beyond the one-off campaign and create an ongoing, ownable content platform you can play with in different ways. Audit the content you’re currently producing across the corporation and find creative ways to knit it together and extract more value.
3. “Create Once. Distribute Everywhere.”
This is the widespread mantra of Content Marketing. But it can’t be followed blindly. With Social moving centre stage, brands need to be more sophisticated at how they use digital platforms. Don’t simply post the same thing everywhere, as sites are designed for different tasks. My advice is always to simply follow the lead of your target audience. Join them on the platforms they use and experiment with them as they discover new ones. One of the best sound bites of D2 Content was from Simon Langford of GE when asked about using multiple platforms. He said the GE attitude is: “You can do anything you want. If it doesn’t work, don’t do it again.”