Content needs Context: Creating value within communication
Content is a given in the field of communication. The entire effect of great (technical or expert) articles will only become apparent within the correct and sensible context while also taking various multipliers into account. Essentially great content can be exponentially valuable – the true quality of content and its additional benefits for the paying customer lie in the reusability of said context in various fields of communication anywhere from print to online and everywhere in between.
Ideally this may look something like this:
An exciting article about the topic of innovation and development within the company is created for the customer magazine. Employees are portrayed in a likeable manner and interesting technological advancements are shown. The use of a simple anecdote – an unusual breakthrough during the most recent invention – rounds off an entertaining and informative piece.
Extra value 1: Internal communication, online presence and company website
Naturally this article will also be published online on the website. The employee portraits and the little breakthrough anecdote are great stories for the internal communication. Therefore these will also find space in the company’s internal magazine and the intranet, in even greater detail, underscored by emotional pictures.
The result is a great article without much expense, which is tailored to the target audience and appeals to a widespread and well-read trade magazine. The editors of said magazine are happy about a premium article that their readers can enjoy ( and the amount of time, work and money saved delights editors too) and thus provide a double page in their magazine. Additionally the article will appear in the online edition of the magazine. The company enjoys various benefits: high credibility concerning statements made, increase in publicity, favour and overall image. And much to the pleasure of the in-house controllers, many thousands of euros are saved in comparison to a similarly placed and developed advertisement.
The usefulness of this piece of content has not reached its end yet however. It can be made available to a partner at no additional cost, thus allowing the content to be spread through the partner’s newsletter-app or media presence of any other type. It should also be mentioned that this publication has resulted in two exceptionally talented individuals applying for newly available positions in the developmental department. So well-placed good content can attract promising candidates.
If a good story also has the potential for serialization, then everyone involved in the game of maximizing multipliers will gladly go for „seconds“.
In order to make an article a success the value of grand concepts and creative communication services need be appreciated. This includes the willingness to invest, time money and effort into the creation of great content. Shallow fluff articles cannot perform to any benefit. Its the emotionally moving stories filled with interesting facts and knowledge that provide the desired outcome – these do however require dedication, skill and strategic thinking. And truth be told, such services don’t grow cheaply at the side of the road. Some additional motivation: Professional editors under high and constant pressure value worthy and good professional articles from „outside sources“ at the price of sold advertising space at the very least!