Today, content is the great differentiator. How information is crafted and sent into the world for maximum reach—through publications, social media, email, conferences, webinars, etc.—will determine a company’s impact and cost-effectiveness. Notice I didn’t say that the goal is to reach as many people as possible. If you think of your content like spaghetti and your audience like a wall, then by all means…throw it out there and see whether it will stick. But you likely consider your thought leadership and intellectual knowledge valuable to your niche and your time far too important and costly to waste.
Say Something New
Tapping into the right company to develop relevant content that says something new is what will set you apart from your competitors. We consistently encounter PR firms that churn out inferior content for their clients that has nothing new to say to media outlets hungry for good information. This practice rarely moves a company forward and may get you a bad reputation among the media. Sadly, many organizations that employ this approach are unaware of the positive effects they miss on that the development of new, informative content would garner. When media outlets are confident in your ability to provide valuable content, they not only publish that content but likely would also seek to work with you again, possibly on a regular basis.
“Content is your first sales call, ” says Brightcove’s Steve Rotter. I’d say that’s true, but it is also so much more than that today. It should be at the center of all you do. You can have the best product or service in the world, but if you do not communicate effectively, it can be all for naught. To avoid a time drain, be sure to work with a PR and communications firm that uses top-level account management to handle your account and has a body of work that demonstrates the ability say something new and get the attention you need. Many firms will use low-level personnel to handle your account once it is underway. Too often, this creates a degradation of quality that you simply cannot afford today. If you are not getting top-level attention, move on to a company that has a greater appreciation of your account. Today’s economy demands it.
Spaghetti is tasty, especially with a nice sauce and some garlic bread. Like spaghetti, be sure to serve your content up hot and to the best possible patrons. And, hire the right firm—one that understands your audience’s appetite and keeps them coming back for more.