Existem 4 fundamentais verdade que forma o ecossistema digital hoje.
Number one. There is a content and media surplus in the market place. There’s no shortage of advertising, marketing messages, mobile devices or social interruptions trying to command our attention, daily.
Number two. There is an attention deficit in the minds of consumers. Our brains are finite and we can only consume a small amount of content and then actually make some sense of it.
Number three. Consumers’ lives are dynamic and extremely unpredictable making extremely difficult for brands to reach them with a message.
And four. All consumers are influential and aid their peers down the purchase funnel.
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Your brand must become a content organization.
This is much easier said than done, of course. Here are four, very easy considerations to get you started.
1. Why. Before you even think about Twitter, Facebook or any other social media channel, you must first establish “why” you want to invest dollars and resources into a content strategy. In other words, you need to establish a vision and business goals. Is your goal to drive brand awareness, reposition your brand or generate leads? The “why” will help ensure that all of your content marketing activities will be in alignment with your brand’s goals and objectives.
2. What. What exactly do you want to say online? Your content narrative is essentially the story you want to tell across all of your distribution channels. In some cases, you may have different storytelling principles in Facebook versus Twitter versus a corporate blog. The following are key inputs that will help determine the story you want to tell online:
- Brand narrative (core values, brand positioning, product attributes)
- Non-business issues that are important to the brand (sustainability)
- How the media contextualizes the brand when they write stories
- How the community contextualizes the brand when they tweet, leave comments, or write blog posts
- Audience/persona definition
- Historical content performance
- How consumers search for your brand, product
- The top 10 or 15 customer support issues
- Non-business issues that are important to the brand (sustainability)
- How the media contextualizes the brand when they write stories
- How the community contextualizes the brand when they tweet, leave comments, or write blog posts
- Audience/persona definition
- Historical content performance
- How consumers search for your brand, product
- The top 10 or 15 customer support issues
3. How. This is where your content operations will take center stage. In several reports over the last few years, marketers have been vocal that their biggest challenge with content is that they don’t have enough time, enough budget or resources and approvals make the content lifecycle months instead of days. Building what I call the content supply chain will help facilitate workflows from content ideation, creation, submission, and approval to distribution – as well as the integration into paid media. This also includes building a centralized editorial team, assigning roles and responsibilities and investing in smart technology solutions that can you scale your content operations globally. Part of the “how” should also involve mobilizing employee advocacy (brand journalism) and customer brand advocates and enable them to help you tell your brand story.
4. Where. Mapping where you want to tell your story involves prioritizing your social media channels and determining the resources you have internally to properly manage content creation and community management. This is essentially the content marketing piece of your strategy.
This should give you a solid baseline on the internal resources you need to think about as you transition your brand into a content organization, or what I refer to as a media company.
