At the IABC World conference, Shel Holtz gave a great presentation on why ‘Your Company Must Become A Media Company’ (see the slides below). He also recorded the content of this presentation that can be downloaded as a podcast. He further talked about this notion as well as the concept of content curation in an article on the CW blog.
Over the past few years we have been working with many clients on the importance of getting the web content right, starting from the ‘Content Critical’ message of Gerry McGovern, leading to more sophisticated ‘transmedia’ content strategies that Shel touches on in his podcast.
We now work on developing ‘editorial’ strategies where we explore how clients need to set-up the right structure to get content approved by the relevant members of the organisation for the content to be published. We also work on editorial plans to ensure that the resources, the tone and the substance of the stories are planned ahead of time, as many organisations underestimate the time and the importance of having the right set-up to manage this.
The podcast and article of Shel are well worth listening to as it clearly emphasises the importance of content but gives a clear picture of what the quote ‘every company needs to become a media company’ really means with some insights from the author of the original quote.
He points to the fact that this is one of the most significant trends in corporate communication and that the discussions around content strategy and the hiring of relevant skills in this area are growing at an increasing speed.
How is your organisation doing on its content strategy? Have you got the resources, the structure and perhaps even more important, the right mindset to cope?