menu

Edelman Digital: Your Content Strategy Should Not Be Real-Time

Edelman Digital: Your Content Strategy Should Not Be Real-Time
Advertising

Michael Brito discusses the need for brands to think ahead when it comes to showcasing what they have to offer.

Edelman Digital
  • 7 march 2013

Real-time content creation or what’s being described as a “newsroom for brands” should not be the focal point of your content strategy.  It’s sexy, yes. Everyone is talking about it, yes. Every brand should have one, yes. We even build these for clients at Edelman.  But it’s one very small piece of the strategy, that’s it. Nothing more, nothing less.

A content strategy enables and positions a brand to tell a consistent story across the media landscape. It helps draw parallels between what’s important to customers and what the brand stands for. Content strategy enables marketing teams to create more relevant content based on what the brand is comfortable talking about online and what it’s not comfortable talking about. It allows employees, partners and customer service to participate and be a part of the story too.

A content strategy requires planning – months of planning in some cases.  Before building out the social or content narrative, brands must take into consideration several key inputs before making any assumptions on what they think is relevant, for example:

  1. Brand positioning and voice
  2. What issues are important to the brand (i.e. sustainability, politics)
  3. Media perception of the brand.  How do they refer to the brand when they write stories?
  4. Community perception of the brand.  How do they engage? What’s their tone?
  5. Fan interests. What else is your community interested in when they aren’t talking to or about the brand?
  6. Historical content performance. What has worked in the past and what has failed?
  7. Search behavior. What do people search for when they are looking for the brand’s products and services?

The output of these seven ingredients will mold a content strategy that can scale and give birth to content that changes customer behavior – whether it’s selling more products, repositioning a company or helping customers change the way they perceive the brand.

Real-time content creation makes sense when the opportunity presents itself. However, brands shouldn’t just wait around for something to happen in the media and then build their story around it. They should already have a story.

(Original article by Michael Brito. Read original post here.)

Originally published on Edleman Digital, republished with kind permission.

Image credit: BigStock

Trending

Bicycle Hotel In Norway Makes Commuting A Breeze

Design & Architecture
Technology Yesterday

Umbrella Tells You Whether It's Needed Before You Go Out

Opus One was designed by former Samsung engineers and offers a weather forecast via the flashing LED on top

Sustainability Yesterday

Biocomposite Skateboard Provides An Eco-Friendly Ride

The Uitto is an eco-friendly skate deck crafted from Norwegian wood fibers

Trending

Get PSFK's Related Report: Future of Retail 2017

See All
Work Yesterday

Hyatt Honors Travelers With A 3D-Printed Statue Contest

The hospitality wanted to celebrate the people who go everywhere for work and make sure their tasks were not forgotten

Syndicated Yesterday

High-Tech Replica Brings Prehistoric Art Within Reach

A £48m recreation of the Lascaux Caves in France will let visitors experience the unique place for the first time in decades

Related Expert

Amanda Parkes

Fashion Technologist

Entertainment Yesterday

Tripod Lets You Make Snapchat Videos Hands-Free

The Camkix kit lets you record wirelessly from any angle

IoT Yesterday

GE Develops An Alexa-Enabled Table Lamp

The first in a line of interconnected home products will integrate Amazon's voice-activated system for smarter home living

Advertising Yesterday

Spotify Mines User Data To Create A Global Ad Campaign

The series of billboards relays the feelings that people express through listening to music

PSFK LABS REPORT

Future Of Retail 2017
Transformation Strategies For Customer-First Business
NEW

PSFK Op-Ed Yesterday

Commerce Expert: Why Brick-And-Mortar Shopping Can’t Be Replaced

Erin Armendinger, SVP of bio, explains the physical need of customers to experience certain products before buying

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Food Yesterday

What Material Research In Beirut Bodes For Our Waste Crisis

Might building furniture and lights out of rose petals and coffee grounds point to more sustainable modes of living, as seen in Beirut Design Week?

Social Media Yesterday

This Collar Wants To Be The Bridge Between Human-Dog Communication

Inupathy claims to be world's first dog emotion visualizer

Retail Yesterday

Basquiat-Inspired Fashion Line Supports Emerging Talent

The late artist's estate has collaborated with New York label alice+olivia on a new range of designs

Retail Yesterday

Why Personalization Is The Key To Customer Satisfaction

Andrew Blackmon of The Black Tux shares how the company is using machine-learning models to streamline the fitting process

Gaming & Play Yesterday

Fidgeting Tools Designed To Help Creative Minds Focus

The DIDGETS Collection helps those who have anxiety or are restlessly moving to focus while they are working

PSFK EVENT

FUTURE OF RETAIL 2017:
Conference Built Around Report Launch
BUY TICKETS

Children Yesterday

Helpful Robot Teaches People Of All Ages How To Code

The Root has coding expertise designed to benefit a wide range of people

Home Yesterday

Sharing Service Connects Directors With Film Locations

Finding affordable places to film can be difficult, so GETset was designed to help creators easily find good locations

Technology Yesterday

Adobe Is Teaching Machines To Copy Your Artistic Style

A new research project called Stylit uses a camera to mimic a drawing and reproduce the strokes digitally

No search results found.