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Over the past several years while much in the marketing and communications industry has changed, one element has remained consistent: content is king.
By now, many businesses have recognized the need for creating a content marketing strategy – whether it’s simply maintaining a consistent social media presence or creating blogs, white papers and other branded material.
While the responsibility of producing content may lie within the marketing department, contributions from CEOs and senior members of staff can help powerfully reinforce the overall company efforts. Simply sharing, reposting and retweeting content can help it reach a more senior audience, with the added bonus of having been effectively endorsed by the CEO. But there is also nothing to hold C-suite executives back from creating their own original content to help boost the company profile, unlock networking opportunities and position the company as a dynamic player in the marketplace. And done right, it need not be a time-sapper and extra burden on already hectic schedules.
Here are some tips to get your executive content marketing on track:
Once something is published online, it’s pretty much there forever, so it’s important to create guidelines that limit the risk of gaffes while giving people the confidence to publish safely. It may seem obvious, but it’s worth reiterating that anyone posting as a company representative should reflect the values of the company at all times.
Social media clearly provides the opportunity to quickly create content, and also allows for less formal content. This can be a good way of presenting the personality of the company by being engaging, relevant and real. All content produced should stay away from being a hard sell – and if there isn’t a clear link between your company and a cultural event, avoid mentioning it altogether.
Increase the value of your content by making sure it adheres to your company’s SEO strategy. This doesn’t mean producing content that might sound robotic, but ensuring the correct terms are used for key aspects of your company.
If a major shift or trend is occurring in your industry, it is a great opportunity to communicate your company position by engaging in a ‘debate’ with an industry leader who may have a differing view. Again, it doesn’t need to take much time – on audio or video could be simply branded as ‘5 minute debate on X with X and X.’
At any level, content marketing is a long-term commitment. For it to have any impact whatsoever, it needs to be done consistently, but the rewards – when done well – can be many.
If you’d like more insight into how ARTÉMIA can help shape your content marketing strategy, as ever, please get in touch.
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