Thanks @waynedenner for another great post on the shifting nature of communications. The greatest asset for any communications strategy (and arguably the organisation) is the quality and unique nature of their content. Some of the farthest reaching publishers of content have been amateur enthusiasts or opportunists with laughing babies or others, seeing a gap in the market have maximised the opportunities of servicing content in different ways (thinking Huffington Post, Twitter among so many others). For non-publisher brand owners, content is what gets you SEO rankings, what differentiates you in the decision making stage, and great content and a crap product/service are more likely to sell online than a great product but with crap content… likewise, brand sites with great content (& UX!) will be a more lucrative source of consumer content than the publishers themselves. By being the authority on a subject area, it doesn’t matter if you are a publisher or a brand, the user decides, seeds and shares!
Over to Waynes post….
This will be a short blog………..
Yes…. Just kidding.
On a more serious note the delivery of content has we previously have know
it has changed, the game has changed. The PR & Marketing Communication
powerhouses no longer control delivery of the message or how the message is
created – in a nutshell it’s created a lot of the time by the brand. Many brands
have been quick to realise by jumping on the content creation train it has helped
them offer more engaging ways to connect with their customers using a different
variety of channels and mediums, all of which have only been made, possible by
This step or change has become very important and as I see it and has opened
up a whole new level for brands to begin to try and build connections with
their audience at a more personal level. This will be the brands chance to re-
humanize advertising and make it become more social and join up the dots.
Now more than ever because of Social Media & Digital brands actually have to
care what people think, the consumer wherever they are in the world have a
voice. The content, which they create & publish, is spreadable on a global level
get it right and just think of the impact which it can have on your business.
This shift although it be massive is great because brands with products
and indeed those with services now have a global focus group and there all
connected just think what can be done with this consumer insight if harnest
correctly create and delivery better products and experiences for customers,
which will equal a more profitable business.
Now this all matters why? Because content is spreadable
Many reading this will be able to think of a number successful brands who have
already become publishers and been very successful at content creation however
those brands who have still not even entered the arena for them its going to
be hard because what we are increasingly finding is just with other areas of
Social Media content on there brand has already been created by the a new type
of publisher ‘The Customer’ the brands who have got stuck in early are those
brands who have been able to build connections with their users, re-connect
advertising messages and shape the face of the content which their consumer
wants to receive and content which the consumer is able to help spread on
behalf of the brand.
About Wayne Denner
Wayne Denner is a leading digital marketing professional and lecturer.
With over 14 years experience in traditional & digital marketing, Wayne has planned and developed successful campaigns for clients across the UK and Ireland, including Diageo, Carphone Warehouse, Specsavers,Drinkaware.co.uk, Orange, Armagh City & District Council, Invest NI, Newry & Mourne District Council and O2.
He has been at the forefront of the rapidly-changing digital marketing industry for over a decade and is an expert on emerging trends including social engagement, online reputation management, branding media, web 2.0 & e-commerce platforms.
Wayne also lectures on the Chartered Institute of Marketing program on Digital Marketing Essentials & Integrating Digital Media & Branding and is currently writing a book on the subject.
Follow him on Twitter @waynedenner