Organisations already do what they do, public communications is about making that visible to the public.
There are lots of ways to share your corporate narrative.
This 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.
Although we’re huge fans of raw, to-camera social video shot in real time, there’s also a role for signature content with higher-end production values, in particular for corporate 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. Keep promotional content to 10-20% of your content output.
Thought leadership content
Thought 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 or 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.
Book – a book is stake in the ground that says you’re an authority in a particular area.
Utility content is content that’s relevant, useful and helpful for your target audience. No-one ever went wrong being useful and helpful.
Video – Use video to unpack the power of your product or services.
Q/A – Start by answering their most frequency asked questions. Rather than a pithy FAQ section on your website, bring to life via video.