Friday 24 October 2014

Leaders to Become More Social in 2012? Content Marketing to Gain Credibility

In a previous post I briefly ran through a list of 12 Social Media Trends Australian Companies Should Look Out For This Year

In this (and the next two posts) I extrapolate on my thoughts pertaining to said list of trends. 

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LEADERS WILL ADOPT PRINCIPLES OF SOCIAL BUSINESS

The evolution of social media is reaching into the enterprise proper. Forward-thinking organisations are thinking beyond just communicating via the social web; they’re looking at ways and means of socialising their entire business in preparation for a future super-connected world.

David Armano from Edelman Digital writes:

“Social Brand + Social Enterprise = Social Business - Remember this simple formula. A social brand is what your customer feels (perhaps being engaged on social platforms as part of the customer experience), while a social enterprise internalizes social as part of the way employees collaborate and how the business interacts with partners. The two, add up to doing business in a social and connected way. It means being plugged in from the start and incorporating feedback loops. In this regard, many businesses that run forums where they listen and engage with their most active customers already understand the foundation of social business.”

The concept of social business is starting to take hold in the US and will gain momentum during the year and therefore no doubt gain the attention of forward-thinking leaders here in Australia.

However, given the ‘socialising’ of business involves (in some instances, considerable) cultural shift within organisations, I wouldn’t expect much in the way of movement on this front locally any time soon, except from those organisations with visionary leadership.

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Fingers talking
INCREASED EMPHASIS ON CONTENT MARKETING

2012 will be the year when marketers and PR professionals in Australia start talking seriously about – and embracing – the concept of content marketing.

As the one-way broadcast of corporate/advertising messages starts to lose its appeal with the marketplace (and therefore its effectiveness), original content that informs, inspires or entertains – content that is compelling and thought-provoking and importantly, relevant to the audience – will succeed in attracting consumers. It’s a shift in mind-set for marketers – pulling the audience in rather than pushing messages out.

Content can make the difference between a story simply being told, and a story being heard (and shared). THINK: Infographics and videos, apps, blogs, podcasts, images, slideshows, Twitter links, Google+ updates. Sharable and search-optimized.  (Don’t forget events, panels, forums, roundtables are all excellent forms of content in their own right). 

Content has always been ‘king’, of course. However, with the explosion of media available to brands today it makes the creation of compelling and relevant content absolutely critical from a communications perspective.

Coca-Cola’s marketing mission statement is Content 2020, a content marketing brainchild of Coca-Cola’s Jonathan Mildenhall, VP Global Advertising Strategy and Creative Excellence, who recently stated that:

“All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you’re going to be successful around the world, you have to have fat and fertile ideas at the core.”

SOURCE: Content Marketing Institute

Next post will include:

THE RISE AND RISE OF THE POWER BLOGGER

CONTINUED DEBATE AROUND ROI

IMAGE: Thinkstockphoto.com.au

Article source: http://prwarrior.typepad.com/my_weblog/2012/01/leaders-to-become-more-social-in-2012-content-marketing-to-gain-credibility.html