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Content syndication. Content marketing. Content strategy. Regardless of the terminology you choose, every organization has more opportunities than ever before to plan and create original content that tells its brand story directly to key audiences.
Michael Brenner of the blog B2B Marketing Insider describes content strategy as “the mindset, culture and approach to delivering your customer’s information needs in all the places they are searching for it, across each stage of the buying process.” Today, that approach includes a variety of communication vehicles and mediums, from news releases, white papers, advertising and websites to slide shows, video, infographics, integrated direct email campaigns, company social media accounts, and interactive web and mobile landing pages.
Many organizations already produce original content that can be curated, repurposed and distributed to directly engage customers and initiate conversations. But a key to creating these opportunities means breaking the content out of the PR, marketing and sales silos and formulating an integrated editorial calendar designed to engage customers.
An editorial calendar can help an organization:
- inventory existing content;
- develop content for established and/or new campaigns that can (and should) be refined for particular mediums and audiences;
- create accountability for content creation within the organization;
- and simply have a plan to create fresh content on a consistent basis.
For instance, we have developed a basic content strategy for a client’s periodic news releases. While we distribute the news release through conventional services to media and post it on the company websites news page, we also revise each release as a customer-facing email message from the CEO. The CEO’s message is placed on a dedicated landing page, and links are published to the company’s Facebook and Twitter pages. It’s a simple way to take fresh news and diversify its availability – and messaging – to users.
Canyon Communications is increasingly building clients’ communications plans with content strategy designed to maximize the reach of original content. As the ways that people consume news multiply and traditional mainstream media opportunities decline, it’s the most effective way for an organization to engage customers and deliver information on its own terms.
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