Content strategy has become an important issue for many companies as the sheer amount of information they produce grows.
Not only does the content need to be managed efficiently, it must be coherent across all media and digital platforms.
Are we talking about media companies? No – all companies. If you have a website, or indeed any kind of digital presence, then you are now also a publisher and you have readers and visitors and perhaps viewers. Many businesses are failing to realise this microeconomic paradigm shift.
The questions that companies must be asking themselves include: What is the plan for adding text content to the company website? What about video content? Internal news? Industry news? What about content specifically for mobile platforms? There are so many opportunities available to capitalise on quality, proprietary content, and it is a shame to see that so often watered down by a lack of cohesion between the types of output.
In particular, the opportunity for video content is larger than ever before. As super-fast broadband moves towards ubiquity, the extra bandwidth represents a free resource for companies to showcase their video content to just about anyone online.
Using each medium to steer the audience seamlessly across digital platforms in one single brand experience is important. Unique and fresh content drives conversations and it is this social element of new media that is racing ahead in the drive to win new customers.
By Chris St Cartmail
