Organisations already do what they do, public communications is about making that visible and interesting to the public.
There are lots of ways to tell your story and build your corporate narrative over time. To help us guide our clients in this regard, we use a model we call our ‘Content Universe’. In essence, it’s a mulltidimensional approach to content-driven communications.
The Content Universe takes in the following spheres:
Leadership content positions a brand or leader as an authority in their space. Thought leadership is about pushing boundaries and putting out challenging ideas with new insights that stir debate in your industry, bringing people along for the journey. Getting and sharing the ideas and insights of other experts and authorities is also useful and helpful.
Utility content is useful, helpful and relevant for a specific target audience group. It answers people’s questions and addresses their fears, challenges and pain-points. If there are any informational gaps around your products and services, or the industry in which you operate, it’s important to For example, use video to unpack the power of your product or services; start by answering their most frequency asked questions. Rather than a pithy FAQ section on your website, bring to life via video.
This is content that’s about your organisation, done in an interesting editorial style. Most companies love telling the world how great they are but it can be boring. The secret is to show, not tell. Tell stories, take people behind the velvet rope of your business and bring it to live using signature or strategic micro-content.
Promotional content is your out-and-out promotional messaging. It’s okay to be blatantly promotional, but if that’s all you do, people will tune out. Try and limit promotional content to 10-20 per cent of your total content output.