Web 2.0 means content worth talking about is king.
We work closely with clients who want new types of content that helps more effectively engage with customers, prospects, shareholders, employees and the market in general.
- Thought leadership industry blogs
- Sales presentations that sales reps want to give
- Podcasts
- Speeches (especially for demanding sr. execs)
- Articles for publication
- “white papers” (is there a new name for these yet?)
- New ways to talk about what makes a company different
What we’re finding: in a conversation/content world companies are struggling with good topic ideas for podcasts, research to publish, what execs should talk about in interviews or speaking opportunities, how to talk about what’s important to the company’s customers (and therefore the company and its employees).
Creating a content “engine” can produce all sorts of ideas, POVs, information for use in all forms—to share in minimally or unprocessed form with bloggers, story ideas and door openers for sales and PR, sliced and diced into reusable pieces for presentations, etc.
It all starts with some ideas that are both inherently interesting and that tie back to how the company makes money. That’s what marketers are having a huge problem with. It’s like they’re used to ballroom dancing and it’s all salsa now.
They are also looking for ways to integrate what they’re doing across channels, to make it add up for people, and they are looking for efficiencies. That’s why an “engine” that produces content “energy” on a continuous basis that all the marketers and sales people can use makes sense—and seems to be something that is particularly difficult to do internally.
