A few weeks ago John Bell, managing director of our Digital Influence practice, made the case for every company to have a video content strategy. I agree (he’s breathing easy now) but it occurs to me that far too many companies don’t have any sort of content strategy to begin with.
Most try to coordinate messages and spend a great deal of time worrying about the content on their Web site – but that’s as far as it generally goes. Furthermore, the larger a company gets the less able it is to ensure that even this relatively small amount of content is in any way coordinated. Quality control is easily sacrificed.
For most of my career this wasn’t much of a problem. Companies had limited opportunities to place content anyway, so why worry about it? Today, however, there’s an almost moral (and certainly a business) imperative for clients to produce more and more content. The media is increasingly more accepting of it (more fuel to drive Web site traffic and increase ad revenue), and self-publishing is, of course, a breeze.
Still most companies struggle because the executives and in-house experts counted on to be the sources of content have – who knew – regular full-time jobs that – shock – do not include writing (or even reviewing) articles and blog posts, recording audio or video commentary and so on.
One solution may be to recognize that ongoing content development is a business priority and create a content department responsible for devising a company-wide content strategy and shepherding all content to completion.
Of course creating and staffing a department full of twitchy creative types and content queens isn’t likely to be any company’s idea of a business priority – but the companies that get this right will reap the benefit.
And if they can’t do it, well there are plenty of PR firms – see our shiny new copywriters – that can help them.
David Carlson: Social Media and Traditional PR