The more things change, the more the problem remains: How will your online brand create hot fresh content?
When I launched the first client web log for Dennemeyer in 2004, I realized the challenge of content creation first hand. We had a successful rollout with high level of interest including traffic and user registration however we did not have a strategy in place that would produce ongoing content. The blogosphere has erupted in the past several years with companies implementing blogs into their overall online marketing and media strategies.
The problem remains: How will we create hot fresh content?
Aggregating content isn't fresh and lacks expertise. Many businesses rely on subject matter experts but few are experts at subject matter and the matter of mobile, social and digital media. They can ride the speaker circuit but can they create the critical mass of fresh content needed to compete in today's sophisticated digital world?
Some may suggest and thrive on the practice of content curation. Others would disagree and call this practice of copying as unoriginal and even downright unethical. In an article I wrote in October, Journalism and Cura-what? the subject of curation was examined closely during a panel discussion by Social Media Today. The live webinar titled "Is Curation the New Journalism?" sparked critical issues facing the media market. Panelists Steven Rosenbaum, author of Curation Nation and Tom Foremski, former FT journalist turned journalist blogger and publisher of Silicon Valley Watcher started a discussion on the differences between "traditional journalism" versus "online curation" that very quickly honed in on the dilemma that today's journalists are currently facing.
The debate can also be examined for businesses and brands. Forget Content Curation, Focus on Original Content in 2012 is an article on this trend and need for content generation, written by content king, Joe Pulizzi. Joe includes a great illustration on the goals for content strategy that B2B organizations are applying that are impacting the full life cycle of all areas of growth from brand awareness to lead generation, to expertise and nurturing to sales. Joe also has a 2012 checklist that may guide you as you include content creation into your planning goals. The fifth number on his checklist? "Hire more journalists."
This Just In . . .
How about hiring a Live Event Correspondent to cover your industry's hot-spot event?
A live event correspondent can take the subject matter expertise and help:
- Increase the ROI of your event investment.
- Amplify it through a variety of social media channels.
- Provide sound bytes, links, hashtags and more for sharing gaining more exposure.
- Spread content throughout appropriate channels for added SEO.
- Collect and share photos for social engagement.
- Track results from a variety of online tools.
And SO MUCH more!
The benefits are endless. Schedule a professional event correspondent to cover your industry's leading events before your competition does. Contact Andrea Cook today.