Monday, 12 July 2010

Blogging a dead horse - it's all about communication


By Jon Paget

I've spoken to a number of marketing executives and managers recently and I've noticed a common theme throughout.

The conversation would follow along the lines of "we know we need to do better online, we know we need great engaging content but where can we get it or who can we ask to create it".

On one hand this is an improvement. At least online content is now having value attached to it.

However, I've believed for a long time that this kind of content should be generated by the individuals within a company that are undertaking the various tasks (whether it’s the ones talking to clients, delivering the service, making the product, etc), not by an outside source.

Before I go any further I'll draw clear lines about what I'm talking about. Websites, editorial, online brochures or presentations - all of these can (and should) be written by a professional copywriter such as Jon at FullStopNewParagraph.

However, I’m talking about the many blogging and social media platforms available to businesses. For things like Twitter accounts, Facebook pages and company blogs, your in-house employees are often poised to offer greater insight, respond more quickly and with more authority about a given subject than an external writer (such is the immediate nature of the world online).
Having content created by people within an organisation who aren’t professional writers also has a lot of advantages. It'll be genuinely authentic (written by the experts), on-message and may draw out nuggets of information that would otherwise remain hidden. It might just empower those asked to contribute too.

Couple this with the fact that online channels encourage much less formal communication with your target market (communication that's two way and more like a conversation) and there really aren't many barriers left to overcome.

There's so much knowledge within an organisation that the various online channels open to each business are crying out for genuine, value adding content (in the form of twitter feeds, blogs, articles, emails - even video) – it’s just a question of making time to create it.

The conclusion?

What really needs to take place is a change of mindset from traditional-thinking marketing departments. Creating quality online content for their online audiences should become an in-house priority.

At Art Division we can advise you on how best to do this, but genuinely engaging online social content has to come direct from the horse’s mouth. Otherwise you could be flogging a dead one.

1 comment:

  1. Terrific work! This is the type of information that should be shared around the web. Shame on the search engines for not positioning this post higher!

    ReplyDelete

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