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.
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.
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.
In my job, I was often asked by my clients to produce infographics. Apart from explaining processes, infographics are useful in bringing to attention numbers and figures that help to explain the severity of certain situations. But numbers can help prove a fact, but only storytelling can win them over to your side.