Creating Content In The Age of Immediacy

As communicators, content is a primary vehicle to support business and communications goals and reach target audiences. But how we package and transmit content today is not the same as it was in yesteryear … or yesterday.

Content delivery is ever-changing, and stakeholder demand for content is insatiable. Think mobile news consumption versus the morning daily delivered to your doorstep. Packaged for multichannel delivery, today’s content development and delivery are sophisticated and immediate — in the news business or any business.

More and more companies are discovering the power of owned content to share their messages and elevate their brands. Whether it’s a paid digital campaign or an online webinar, companies are speaking directly to their target audiences without delay or third-party filter.

Yet, effective content strategy often combines owned, earned and paid opportunities. Adaptability is a very important component of strategic content development. From one piece of content, many iterations.

That’s the approach we recommend to our clients with successful outcomes. A press release isn’t a one-and-done document. It’s a springboard for a LinkedIn article, a podcast or an infographic.

An article that appears in a trade publication based on a white paper or case study is pretty standard media relations stuff, but taking key information from the original piece and creating social media posts or adding a videos or interactive graphics extends the reach of that content to wider audiences.

Continually evolving content strategies by monitoring what performs well against the stated objectives is another critical part of the process. Whenever possible, measure — it’s another mantra of ours.

In the context of content strategy, we can’t separate the tried and true from the process: effective storytelling. No matter the format — a 20-word social post, an interactive infographic, a 2,000-word case study — the content itself matters. In order to engage audiences and move them to action, you must communicate relevant, believable and compelling messages. In this day and age or any future state, that will never change.