Short-term and continuous
Posted: Sun Dec 22, 2024 9:10 am
Content creation is increasingly becoming a continuous and structural process rather than a one-off or ad-hoc exercise. In order to create (online) brand awareness, a structural deployment of high-quality content is at least as important as a short-term advertising campaign. For example, it is already known that brands that apply brand storytelling well , create multiple episodes within a series. Albert Heijn , Transavia and many others do not create serial content for nothing.
In the future, there are opportunities to take customer intimacy , product leadership and operational excellence to a higher level through a continuous content strategy. This means, among other things, that content becomes increasingly personal and relevant. For example, thanks to personalized e-mails or web pages. In addition, canada whatsapp number product leadership means that new media and platforms are used for content creation and distribution. Think of virtual reality, Instagram Stories and content platforms that have been set up through surprising collaborations (such as Vogue and Vice ). Operational excellence is about cleverly combining content to extract as much value from it as possible. A challenge that mainly takes place at the intersection of data analysis and content curation.
1.3 Online and offline
Online and offline are increasingly less approached as separate worlds, including in strategy development. There is a growing awareness that an online strategy is not a specific or special component that is developed and implemented separately from the general communication strategy. Public information, spokespersons, PR, stakeholder management… They simply take place offline and online. When developing the communication strategy, the primary focus is therefore on how and why communication is used, not via which channels. Because target groups that are now active on Twitter and Facebook, may be active on Instagram or Snapchat in a few years. Or on a platform that we do not yet know at all.
When implementing communication strategies, a strict separation between offline and online is equally unproductive. Blogs, social media and forums can easily be considered part of the standard repertoire of PR professionals. At the same time, classic offline PR activities such as events are more relevant than ever in a world where authentic, direct and personal communication is the norm. And of course, these types of activities also generate content for online channels. Also nice: with a little effort, the advantages of online marketing, such as the possibilities for targeting, measurability and interactivity, also apply to offline approaches such as direct mail.
The fluid boundaries between internal and external are increasingly being recognized. The old adage 'starting internally is winning externally' is more relevant than ever. At the same time, social media is making it increasingly urgent for organizations to connect the internal and external worlds.
In the future, there are opportunities to take customer intimacy , product leadership and operational excellence to a higher level through a continuous content strategy. This means, among other things, that content becomes increasingly personal and relevant. For example, thanks to personalized e-mails or web pages. In addition, canada whatsapp number product leadership means that new media and platforms are used for content creation and distribution. Think of virtual reality, Instagram Stories and content platforms that have been set up through surprising collaborations (such as Vogue and Vice ). Operational excellence is about cleverly combining content to extract as much value from it as possible. A challenge that mainly takes place at the intersection of data analysis and content curation.
1.3 Online and offline
Online and offline are increasingly less approached as separate worlds, including in strategy development. There is a growing awareness that an online strategy is not a specific or special component that is developed and implemented separately from the general communication strategy. Public information, spokespersons, PR, stakeholder management… They simply take place offline and online. When developing the communication strategy, the primary focus is therefore on how and why communication is used, not via which channels. Because target groups that are now active on Twitter and Facebook, may be active on Instagram or Snapchat in a few years. Or on a platform that we do not yet know at all.
When implementing communication strategies, a strict separation between offline and online is equally unproductive. Blogs, social media and forums can easily be considered part of the standard repertoire of PR professionals. At the same time, classic offline PR activities such as events are more relevant than ever in a world where authentic, direct and personal communication is the norm. And of course, these types of activities also generate content for online channels. Also nice: with a little effort, the advantages of online marketing, such as the possibilities for targeting, measurability and interactivity, also apply to offline approaches such as direct mail.
The fluid boundaries between internal and external are increasingly being recognized. The old adage 'starting internally is winning externally' is more relevant than ever. At the same time, social media is making it increasingly urgent for organizations to connect the internal and external worlds.