As the shift to digital communications continues to accelerate, the comment that ‘every company needs to become a media company’ is becoming increasingly true.

With our clients, we are progressively working on communication strategies to help them develop impactful storytelling. It’s an exciting development and in fact it’s a logical one. The focus is shifting from creating a website, to building an holistic online presence, and a fundamental part of that presence, is publishing remarkable content. Moreover giving your visitors the tools to share it.

To summarize, content strategies and content curation is part of a wider trend where companies, big and small, need to really understand their audiences’ needs. They need to embrace the web’s opportunities to engage rather than constantly look to ‘lock down’ social communications. Finally stop traditional PR people from writing …well, from writing PR content and deliver quality journalism instead, if you want to build an audience and credibility. Check the article Becoming a media company if you want to get more background about this.

One of the key issues our clients experience is knowing how to get started and keeping the flow of quality content coming. I briefly mentioned editorial planning in my recent post Mission possible: 7 steps to building an effecting online strategy . We have built a content strategy expertise internally and it’s a key part of our services moving forward. At the head of the content strategy team, I am glad to welcome Helen Dunnett , with her talent and experience, as part of the ZN squad. She will lead our content strategy, production and coaching services to guide you through effective online communication from your website, to social media and building communities. Stay tuned, a lot more to come…