The Internet continues to change the way businesses interact with customers. One-way broadcast communication and two-way conversations are things of the past; the new shift requires brands to be more authentic and show customers that they can also be helpful.
But in reality, this change contributes to so much more than just marketing efforts. It also impacts communication and building relationships with potential stakeholders, which includes the press, investors, and talent they’re trying to recruit.
The Internet has introduced a new level of transparency, which has changed the direction of the content movement.
Good Content, Better Stories
If you’re interested in writing good content from home, know the first rule of content writing: great stories develop the best relationships.
Quality content teaches users lessons they might never learn from others. While editorial content (e.g. product-pushing advertisements, press releases, and memos) is necessary, it doesn’t have the same effect as creative content. Brands should shift their focus to attractive content that addresses the audience, not their self-interest.
Everything Should be Personalized
The type of content that works is empowering and meaningful. In previous years, content management systems attempted to solve the issue but ended up with generic content. Unfortunately, they hand out similar solutions despite the varying requirements.
Content should offer a unique experience for customers. It shouldn’t just be generic — it should be personalized.
Centralized is Better
Anything too organizational is poison to unique content programs. While personalization is important, centralizing data, content, and guidelines ensures partners a cohesive story.
Starting a blog looks easy, but when it comes to future content, there are harder problems that require solving. Content still has a long way to go.