Content, content, content. Among professional marketers and communicators that’s the equivalent of real estate’s: location, location, location.
You can’t be in business today and not think of content. It’s now part of the business package along with a quality product and service. And your content can’t be static. It’s not enough to throw up a website and consider it done. Your on-line presence is a living thing. It needs to be refreshed, monitored and updated. That’s why the Wyndham Hotel Group is funding more than 5,000 hotel photo shoots as part of a content push for all Wyndham websites.
A recent study in the United States found that 89% of consumers expect businesses to have a website, regardless of size or industry. But the website is only part of the on-line presence. You need to be involved in some level of social media. The purpose of social media is “engagement”. And to properly engage with your audience you have to know who they are. Is your audience/target market vendors, suppliers or customers? That guides what you do and how you do it.
The senior social media editor for Entertainment Weekly, Chris Rackliffe, told a publishing industry gathering that with the ever-increasing amount of brand content being pumped into the social feeds of users—all competing for the same eyeballs and real estate – means it’s important to find new ways to tell stories through social platforms.
He said, “I think a lot of people are tired of clickbait and the reductive “X did this, and you won’t believe what happened next…” headline. It’s time for us to move beyond the bait and stay focused on exemplary editorial, compelling photography, witty social copy and create content that people truly want. Then, deliver it to them when and where they want it.”
If professional communicators are challenged in delivering their message, how do non-media companies keep in touch with their customer-base? They hire help. Like Web Doctor. (firstname.lastname@example.org)