Content strategy is an essential component of corporate communications. In fact, it’s by disseminating content – be it text, images, news, reports, etc. – that a company makes itself known, while at the same time building its identity. Consulting firms, service companies, and therefore lawyers, are just as concerned as BtoC companies.
An article published on April 24 on the influencia.net website (1) echoes a report by San Francisco consultancy Altimeter (2).
ALTIMETER DISTINGUISHES FIVE PILLARS OF CONTENT STRATEGY :
Content for visibility (content as a presence)
Engaging, interesting content that raises brand or company awareness.
Media: social networks, advertising, sponsorship.
Content for reassurance (content as a window)
Content that opens a window on the firm’s best practices and principles, helping to build trust and loyalty with the target audience.
Media: videos, interviews, testimonials, etc.
Content as a currency
Content that positions the sender as an expert on specific subjects related to his or her business, and that adds value for the target audience in terms of their areas of interest.
Supports: studies, white papers, webinars
Content as community
Content around which to build a community of interested people who can get to know each other and possibly interact.
Media: Website, article, forum
Educational content (content as support)
Content that maintains or updates the knowledge or services provided or sold by the company, and provides answers to the target audience.
Media: Video, FAQ
Without being revolutionary, this breakdown is highly relevant. It allows us to think about how to combine substance (informative and intellectual content) and form (media and tips) to achieve the best results.
(1) http://www.influencia.net/fr/actualites/media-com,etudes,cinq-archetypes-bonne-strategie-contenu,6280.html?PHPSESSID=rooi5u8t3k28mo3qehahdm0c05
(2) http://www.altimetergroup.com/2016/04/new-research-key-elements-for-building-a-content-strategy/
