Content, Content Everywhere

This week is all about what we're now calling 'content'. It used to be just writing and pictures and had to be great. Then it became 'stuff' that was pumped through social networks. But now it has become 'king'. Which is probably a good thing, but I can't help feeling we've come full circle.

In any case, it's all content now. My client's LinkedIn Group will kick off this week and we came to an interesting conclusion during the prep for this one. Quite simply, 'good enough' content wasn't, well, good enough. We recognized that getting people to join a LinkedIn Group is the easy part. Getting them to stay, read, and engage is going to take great posts.

So we've hired in a journalist and what a difference great writing makes. No disrespect to PR writers (I'm one of them, for goodness sake) but there's nothing like well chosen words put through a journalistic lens.

Next on the content train is content for sharing through Facebook and Twitter. We're pitching a project that has us creating content for a client's 'hub' to share across it's global 'spokes'. This is another tick in the box for me. Recognition that the brand needs to have a unique voice and critically share stuff that means something to the audience. Good to see 'content' growing up.

And finally advertising content. Though I started my career as an advertising copywriter, 20 years in PR has made shivers fire up my spine at the very mention. But I've had an epiphany that I had to share. Social advertising is actually quite good. It's good at helping more people see my great content. And if my content's good, then people will appreciate it by 1. Reading, 2. Sharing and 3. Commenting. So yay social advertising - I now understand your place in the circle of integrated comms life.

This post first appeared in my LinkedIn profile here.