Three Tips for Brands becoming Contentrepreneurs

“Content is King.” It has been an Internet motto since 1996. Today we see edifying examples of brands as publishers everywhere. Coca-Cola just launched Journey, their new magazine approach to the corporate website.

“Content is King.”
It has been an Internet motto since 1996. Today we see edifying examples of brands as publishers everywhere. Coca-Cola just launched Journey, their new magazine approach to the corporate website. GE has built twin platforms ecomagination and Healthymagination, plus an impressive reputation in data visualisation. Ford doesn’t just make tv spots, their Escape Routes reality show was a primetime network TV series. Super content star Red Bull quite literally raised the bar on Content Marketing and I predict a Grand Prix awaits in the newish Brand Content and Entertainment category at Cannes Lions next June. And probably the Titanium award as well.

 

Brands without the ambition of a Red Bull or the budgets of a Coca-Cola can still excel. Our Demystifying Digital conference on Content Marketing discussed different aspects of brands as publishers. But what and how they publish needs to evolve. A print magazine mentality (long lead times, layers of approval) is giving way to a mindset more native to the net. Real time, proactive and reactive, opportunistic, creative. In other words, entrepreneurial.

 

Being a Contentrepreneur means adopting these characteristics and applying these three tips to your digital communication strategy:

 

1. Value Creation.

This is the key attribute of successful entrepreneurs in any field. Make something that is valuable to your audience or market. In the same way it applies to your actual business and products, it applies to the content you create as part of your communication programs.

 

2. Commitment.

Move beyond the one-off campaign and create an ongoing, ownable content platform you can play with in different ways. Audit the content you’re currently producing across the corporation and find creative ways to knit it together and extract more value.

 

3. “Create Once. Distribute Everywhere.”

This is the widespread mantra of Content Marketing. But it can’t be followed blindly. With Social moving centre stage, brands need to be more sophisticated at how they use digital platforms. Don’t simply post the same thing everywhere, as sites are designed for different tasks. My advice is always to simply follow the lead of your target audience. Join them on the platforms they use and experiment with them as they discover new ones. One of the best sound bites of D2 Content was from Simon Langford of GE when asked about using multiple platforms. He said the GE attitude is: “You can do anything you want. If it doesn’t work, don’t do it again.”

 

Candace Kuss

Hill & Knowlton Strategies Search