Content Delivery Optimization™
The World of Information is Changing
The news consumer no longer relies on periodic reporting from major news organizations. Instead, they dip in and out of the ‘news-stream’ at will, gathering and even distributing news and other content.
This shifting behavior is also diminishing the brand value of news organizations. News can come from friends, social network acquaintances or a news site they’ve never visited. If it’s credible and the person or group issuing the content is reliable in their minds, then it’s news.
Content is King
The combination of information distribution and consumption practices represents a titanic shift in communications and a monumental opportunity for our clients. We believe that companies need to become not only their own source of content, but also their own distributor of that content. In order to ensure the effective distribution of key information and messaging to critical communities, companies have to become their own media source. Content Delivery Optimization does not replace traditional communications tactics – it invites and enhances new ways of developing, curating and distributing content to continually reach your key audiences. Instead of relying on the media, they become another voice echoing your message through the market.
Your Most Valuable Asset
The time has come that content needs to become a corporate asset. Since content is designed to engage critical communities, content can become a lead generation tool by driving engaged communities back to online company assets, like website press pages, blogs, or optimally dedicated landing pages. Consider your current ‘Press’ or ‘News’ page: is there another page on a typical corporate website that contributes less to lead generation? CDO campaigns can turn that page into a dynamic performer, generating staggering increases in audience penetration and ROI.
It’s Time to Go Beyond
Overall, companies need to re-think how they approach content and communications with their critical communities, and our proprietary Content Delivery Optimization system is designed to tie together public relations, marketing, content generation, curation and delivery with lead generation and marketing metrics to create a program that is content-centric, strategic and results oriented.