“What type of content should my company produce?” This question gets asked frequently.
Before you can come up with an answer, three things need to happen within the organization.
1. Marketing and publishing. The company must accept that it is no longer just a marketer. In a world where consumers expect to find content, companies must proceed like those that create top-quality content—not marketers, but publishers.
Study publishing. Understand what types of content sell. Create a publishing culture within your organization. Understand how journalists, editors and producers nurture a story, and what codes of conduct they use to build credibility. (More on that here: Get More Media Savvy.)
2. Drive it through strategy. Without a strategy, all is lost. It’s not about a content strategy (a crucial component for success), but about a corporate strategy. Figure out what your overall business objectives are, and build your marketing and content strategy around them.