Even as the experts exhort us to become media companies and produce more and more content, Google’s algorithm change this week reminded marketers to pay attention to the quality of their content. Being a media company, in addition to whatever business you are in, requires a new way of thinking and a platform that can house your content.
“Being a modern, relevant media company involves a pivot of your communications strategy to put an owned channel at the center. You don’t see popular media brands yielding their online presence 100% to the stream.” Adam Singer
WordCast offers these tips for producing good quality content
Write original contentIf you use material from another site put it in bold and quotes with a link to that siteWhen you reference something add your own original comments with the linkAdd original thoughts and perspective to links, videos, and photographsSpend at least 2 hours writing a blog post rather than just blog ‘off the top of your head’Create good “quick takes” that you can put in a TweetCreating excellent content is one part of this equation. Where you house the content is the other.
You do need to feed your content into the social web.
But it is just as important to also have that owned channel at the center of your content and communication strategy. Youcan build one with platforms like Drupal and Worpress, but it takes time adn expertise. (and that takes $$$)
Or you can use an online newsroom with social content features, as DoubleTree Hotels has done.
They chose to use PRESSfeed to do the heavy lifting and their owned channel was up and running in a few weeks.
This entry was posted on Sunday, February 27th, 2011 at 8:13 am and is filed under Content Marketing, content syndication, social media newsroom. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
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