In today’s fast-paced market, consulting firms must return to more authentic communication…
“Slow progress is still progress
Transposed to the fields of communication and more specifically to press relations, “slow communication” makes it possible to review content production times and quality, as well as relations with journalists.
The articles proposed to editorial teams need to be more transparent, with the use of “tailor-made” language: taking the time to communicate well also means knowing your target audience. Targeting journalists by their areas of interest, for example, will enable us to deliver a truly “useful” message that meets the expectations of consulting firms in their market.
The notion of “made-to-measure” is not insignificant, as “slow communication” does not compromise on content quality. So, without losing effectiveness, it finds its lasting impact elsewhere than in quantitative repetition alone. It’s an attitude that sees the communicator no longer as the sole “knower”, but as a partner to the listener.
Back to the pyramids
Refocusing on your organization’s brand image and better adapting your content to your targets also means getting back to basics. Slow communication” is all about content with strong, unifying values. So what can be done to make sense of the content on offer?
It’s the nature of the content that really counts. On the ability of the consulting firm or notary’s office to “resonate”, to go beyond the simple logic of the editorial calendar and proactively gather around the events that make their news.
Slow content” is not just about content, it’s also about knowing your clientele: based on the volume of exchanges on a topical subject, taking an interest in the research done by your clients or studies on their subject, etc. Everything that comes up on Google Research needs to be analyzed. With the stated aim of producing marketing content that doesn’t look like marketing.
Slow means long
The impact of “slow content” is measured over time. The content we offer to the media is presented first and foremost to build the firm’s or study’s brand over the long term. All you need to do is find the right balance between “slow content” and “junk content”. Audacity, sincerity, emotion, creativity, complicity, foresight, etc. Law firms and notaries have to find their way through a maze of content to reach their target audience. But not everything is so easy in this maze, and it’s all down to the content…
