The word “content” has become so ubiquitous these days, that it somehow sounds so platitudinous and lack of meaning. “Content” used to mean anything you put into an empty vessel, or anything that fills up the void in a container, such a jug or a tank. “Content” used to mean something positive too, such as a great piece of writing, that is imbued with wit, creativity, reflection, purpose or admirable aspirations.
After being slapped with a €2.42 billion antitrust fine by the European Commission, Google is now trying to play nice in the eyes of Brussels officials, so that none of that negative vibes would spread to Washington. And it is doing this by trying to help the EU tackle the spread of fake news.
With digital channels, it is now possible to measure the impact of your communications in quantifiable terms. The impact of course means whether your target audience has read your content, whether they have passed it on to someone else, whether they have acted on the information by issuing a reaction whether positive or negative.
In our previous post, I gave you five good reasons why you need a corporate blog, more or less from the point of view of online reputation management. Yet, here are five other reasons for a corporate blog from a marketing perspective:
When it comes to online reputation management, my clients often ask me why I recommend a corporate blog. It is time consuming to put an editorial process in place. Some sectors do not have many things to say or comment on. Other sectors are simply more quiet about their line of business. Often, it is a question of internal resources for both content production and content verification.
Lead generation is a marketing term. It refers to how any sort of marketing activities generates new business ‘leads’ – which is followed by a client interest and action. Currently, there is a widespread assumption lead generation is the bridge between marketing spend and actual purchase, which in my opinion is not the case. I think we can only say there is a wonky correlation between a good marketing campaign and an increase in purchase activities.
It may come as a surprise but there are still people in this world who think ‘everybody’ (or the ‘general public’) is a target audience. Yes. And it is dangerous that these people hold the position of presidents, CEOs, chairmen, vice presidents or even heads of marketing, campaign or public affairs. They are the main stumbling block to the success of all their organisation’s communications deliverables – be it an ad, a press release, a position paper, a product launch, a speech or a website.