Confusion about content

1. Newsletter
MARCH 28
Confusion about content
A concerning pattern is
appearing among many
businesses when it comes to
digital presence
While all businesses agree
that the primary objective is to
“engage”customers who have
elected to follow that particular
business on their social or digital
assets, the confusion is
happening on the method of
that engagement. Specifically
on the depth of involvement
required in order to turn that
involvement to a tangible brand
value.
The overwhelming majority
of businesses sweat and panic in
order to produce that engaging
content, but the resulting
outcome is alarmingly“safe”, flat
and bears no signs of brand
value.
The nature of that content is
either entertaining, or trying to
be, educational but only at the
surface.
Your customers need more
from you than to ask them
whether or not they knew who
has the world’s longest
mustache, or whether or not
they would like to travel to that
destination in the photo you
uploaded on Facebook.
This is content curation at its
best, but totally misused.
First of all the sources that
those businesses are curating
their content from are equally
accessible by their customers,
probably before the businesses
stumble upon it themselves.
Second, businesses must
learn that the alternative, and
the only thing to do, is to create
that content which serves the
ultimate purpose of not only
engaging, but creating a value
towards that business. Sure it is
a hard process and requires high
levels of change driven from the
top. But it is much better
sweating about doing it right
rather then turning your digital
assets to worn out tabloids.