Manage your brand through fresh, relevant online content

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Go to Google Search and write a query about something at the heart of your business.  What shows up on the Google results page?  Is it fresh, relevant content that draws readers to your company’s field of expertise?

Today’s consumers want value content.  They may not even care as much about the source of that content. They just want helpful information.   You probably know a company who is doing just that; continuously providing you with helpful information.  They have your attention.   They are good brand managers.

Whether you are a private, not-for-profit, or public sector company, what’s stopping you from creating and sharing the great content that consumers, and your potential customers, crave?

Relationships built on value content

I respond less and less to the marketing hard sell.  I bet the same goes for you, too.

I do respond, though, to individuals and businesses who continuously offer me content that is fresh and relevant to my world.  And usually I’m looking for and finding that content online.

That’s why I follow people like Michael Sliwinski (@michaelnozbe).  He not only delivers a popular project management application product, he also generates regular and engaging content, “how to” type videos on internet productivity, thereby building trust and brand.

The relationship between company and media

In a feature article about brand journalism in last weekend’s Globe and Mail, Ira Basen says “today’s consumer is looking for helpful information that will help them do something better in their jobs or live better lives, and corporations can provide that just as well as media companies.”

Why leave good content outside of your company’s control?  Better to generate within.  Give consumers value content.  You don’t have to push it down their throats.   Leave the pushy marketing stuff out.  Pull them in to your brand; whether you’re a telecom, a community non-profit, a government agency, etc.

Joe Pulizzi (@juntajoe), founder of the Content Marketing Institute, believes every company should be its own publishing company, its’ own media company.  Pulizzi and others have drafted a job description for a Chief Content Officer, to serve as a template for the executive tasked with managing the intersection between marketing, journalism and content.

Brand content management

Most of us handpick who we pay attention to.  We choose.  To what extent does the source of good content matter?  For me, there has to be some match to my value set.  Does it have to be a 100% match?  No it doesn’t.  And, for sure, that’s the sentiment of many (most?) young people, today.

The relevance of content source is a paradox.  Being a mediator, I welcome paradox.  On the one hand we may love how helpful the information is.  On the other hand, we may feel less certain about the source of that content?  Are their business objectives for sharing that content authentic?  Certainly, transparency of intent counts.   We are then more likely to accept those “engaging narratives” that show the brand in a good light.

Working with the yin yang of brand content management…

Your brand

Taking ownership of content, making it regular, fresh, relevant and easily accessible, (all of which Google rewards) is a positive way to build relationships and your brand’s image.

How are you using content to attract people to your company, and what you and your brand stand for?

photo credit: pinksherbet on flickr

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Comments(4)

  • August 15, 2012, 7:35 pm  Reply

    Really helpful take Ben and thanks for the kind words. I agree, if more companies started to think like publishers, we would live in a better world.

    • Ben Ziegler
      August 15, 2012, 8:12 pm

      Thanks for dropping by, Joe. I like your take on things. The Chief Content Officer role that you so helpfully articulate aligns with other c-suite roles; redefining what’s important for brands; e.g., Chief Collaboration Officer, Chief Mediation Officer.

  • August 15, 2012, 7:35 pm  Reply

    Really helpful take Ben and thanks for the kind words. I agree, if more companies started to think like publishers, we would live in a better world.

    • Ben Ziegler
      August 15, 2012, 8:12 pm

      Thanks for dropping by, Joe. I like your take on things. The Chief Content Officer role that you so helpfully articulate aligns with other c-suite roles; redefining what’s important for brands; e.g., Chief Collaboration Officer, Chief Mediation Officer.

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