Content marketing is one of today's hyped topics - and also one of the easiest to check off the list. Isn't this what we all do daily - create and share content?
With the proliferation of social channels and platforms has come huge demand for innovation in content creation. So much so that the world's leading brands are truly raising the bar.
This brand journalism approach requires taking a fresh look at content production and process. Here are three initial tips for practitioners embarking on this journey.
- Establish a solid framework. A central content engine is key. This is a structured process that enables the creation, distribution, and optimization of content focused on a brand's core message pillars. Importantly, these pillars are relevant to the brand's audience, and not specifically about the brand itself. Take Coca Cola's relaunched website – “Journey.” The site offers content on subjects like entertainment, environment, health, and sports. But it is not an overt sell on Coke products.
- Act like a newsroom. A content engine must be nimble and reactive, much in the same way a newsroom is. Hire content specialists – many former journalists are now excelling in the brand journalism space - to power it. “Red Bull Media House” is a prime example of a brand acting like a media company.
- Make varied content. Words are no longer enough. Content today spans video, imagery, audio through the written word, and more. BP's approach to content sees a wide variety distributed across its owned channels.
Gemma Craven, EVP and head of Social@Ogilvy NYC was recently elected to the WOMMA Board of Directors.