“struggle internally with content ownership – who owns the generation? Who owns the publishing? Who owns the maintenance? Someone please tell me, where is the Content Department?
“… Integration requires each department to be candid about their objectives and to be willing to give and take around a content plan and calendar. If product marketing teams operate independently, they won’t have the benefit of getting the most out of content and to the customer they may appear disjointed or out of sync.”
Pretty fascinating, right? The drive for more corporate transparency, coupled with the Social Media era’s voracious appetite for content (exponentially more valuable given potential SEO impacts), presumably has internal corporate departments vying for the rights to push out content!
In theory, I get it and can’t argue that this can happen. In practice — and we work with some pretty mighty brands — I don’t see this happening very often. Sometimes I wish this were an issue, as that would mean plenty of content to choose from…
But in reality I see a lot of brands’ internal departments looking at PR and saying, either, “You guys do it” or, “Tell us what you need and we’ll see what we can do.” That’s OK by me, though, because I tend to think the PR folks have the best bead on what content will most likely “sell” to the community.
… And this line of thought leads me to the more compelling concept previewed in this post’s title:
WHY do PR pros tend to have the best ideas about content creation?
Because we’re the ones in the trenches. We’re the ones participating in the communities. We’re the ones tracking what the mainstream media want to write about, and talking to the reporters. We’re the ones monitoring social outposts like Twitter and Facebook — talking to end users, running polls, testing out hashtags, flagging potential landmines, and watching what the competition is up to.
PR pros grok what kind of content will keep the machine running day-to-day. We’ll come up with some Big Ideas, sure, but brands derive even more value from PR’s ability to create, manage and flexibly tweak the workaday content calendar. It’s from their efforts that Marketing/Advertising should be culling the best bits, to blow out Even-Bigger-Ideas.
Did you read this case study a few weeks’ back? Read it again, with this post in mind. It is a perfect example of what I am talking about: it’s crystal clear in this study how the PR team’s community relations spadework led to far more compelling marketing programs.
There’s lots of stuff that Marketing folks have traditionally done, which it forevermore will be important to do … but Social Media is changing everything about how/when/why/where we do these things. And the folks who know the social stuff best will naturally evolve to be the primary drivers of branded content.
Posted on: November 30, 2011 at 12:05 pm By Todd Defren