Content With A Purpose

Directly communicating to an audience offers great power. Misaligned or unfocused branded material can reflect poorly in these key audiences’ minds. Whether it is consumers or other businesses looking to purchase products or services, the right corporate collateral and presence in social networks is key to providing future customers rich content that results in informed purchase decisions and sales.

For many businesses, content exists on a website in the form of whitepapers, webinars, press releases, videos, audio interviews, etc. How can businesses utilize existing content and transform it into a corporate asset?

Understanding the importance of a corporate social media strategy goes beyond just establishing a Facebook or Twitter account or blogging aimlessly. As with any outward or inward communication program, a great deal of strategy is required along with a well conceived execution. Communicating with a purpose - if you will.

Corporate-owned content can be controlled both where it directs people and the message it conveys. Seventy-three percent of US companies with a social media strategy are using branded content to create communication campaigns. This original content is considered the most important part of a successful campaign, with 50 percent of respondents calling it “extremely important.”

Studies have shown that marketers view blogs as having a higher value over other social media platforms because of their effect of driving website traffic, brand visibility, lead generation, and sales – as well as improving customer service.

As corporate communication programs move forward, social media presence alone cannot achieve solid results without a persistent, strategic, and well-executed social communications program. Delivering relevant news at a rate that improves visibility and draws key audiences to engage will in the end increase results and develop as stronger relationship with your customer.