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

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.

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