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Content as Company Culture

The Need to Dissolve Silos

“It’s not my job”. This phrase is the death of creativity everywhere.

Traditionally speaking, the term “content,” has referred to something that is created for publicity or marketing purposes. This naturally leads people in organizations to believe that any content needed should come out of the communications or marketing department. But consider this: how would that department know about a new product, a new design, or a big issue without communication between departments? And think about the sheer volume of content that is required in the day of Facebook, Twitter, LinkedIn, Instagram and other social media platforms that meet your audiences where they want to meet you.

It is incumbent for departments across any organization to communicate with one another in order to create content that is timely, exciting, and relevant. It is everyone’s job to look for opportunities to help tell the story.

But what exactly do you look for?  And how do you organize it?

Everything is Content

Content should no longer be thought of as text-based output such as a press release, a newsletter, or a blog. Think big – or at least think in pictures!  By broaden the definition of content, suddenly there are opportunities everywhere. A photo or video from inside the organization offering a “behind the scenes” look can be just as powerful as a news release, if done properly. Not every story calls for a full marketing mix of materials.

Where do you find ideas for content?

Think carefully about what questions people frequently ask you about your organization—this is often an effective starting point for what types of information they’re interested in. By knowing that, you can begin to turn the information into content your company can use. Turning ideas into tangible materials is the final step in the content creation process.

Creating a System for Development

This is where your marketing team will come into play. A strong marketing and communications department can look at content ideas and evaluate the best way to use them to maximize resources and create the biggest impact in your audience. In order to create a pipeline of information for them to use, you might find a bi-weekly idea or creative team meeting helpful. But what if you don’t have the staff to carry out the ideas or even a dedicated communications department? An understaffed company is hardly uncommon. Consider enlisting outside help in the form of an agency partner who specializes in content creation and execution. They can help you evaluate your content creation system, and even assist with ongoing development and pitching.

Have questions about your team’s content process? Get in contact with us, or send us a tweet @CotterBrobson.


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Cotter Brobson Communications, LLC.

P.O. Box 60926
Harrisburg, PA 17106-0926

phone: (717) 805-0271