Five ways to maximise content creation opportunities
By Louis Eksteen
As companies realise they are in fact media companies and brands themselves, whatever their primary endeavours, the more they need to think about and execute content like media professionals. Technology allows for easy creation and dissemination of great brand content these days, so it’s simple to do, right?
Well... maybe. It’s is very simple to create a Facebook Page, Twitter identity, YouTube channel or Pinterest board. But it takes a bit more skill to run professional brand content channels across multiple platforms, continuously. This is the reason why many companies and brands either do a shoddy job of brand content channel development, or they often adopt a campaign-like approach, treating content like advertising.
One reason for this could be that the company or brand does not quite understand how to maximise content creation opportunities. Advertising has essentially little to do with content creation and is by definition limited due to being experienced on media external to the company.
By contrast, brand content lives on a company or brand’s owned media and everything is entirely controlled by the company or brand directly. This also means the responsibility for creating brand content rests internally, with outside assistance from professional brand content agencies.
The great news is that companies and brands are, by their very nature, excellent sources of brand content. One just needs to recognise these brand content creation opportunities and then develop the appropriate brand content packages.
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