Who Cares About Your Content
By Joe Kowalke
Did you see my eyes roll?
No, of course, not. That’s because I only did it in my mind.
I mentally roll my eyes whenever someone in business proclaims, “We need content!” I know, I know, it’s the PR and marketing industry’s word du jour. Now more than ever businesses are expected to digitally engage with consumers. Social media and owned media (blogs) are vital digital channels for companies to stay top-of-mind with the public, provide customer service, convey core values, express leadership, promote new products and, ultimately, entertain and educate.
This is all true, and Double Forte takes its content development very seriously.
The problem is that when marketing and PR industry articles or blog posts shout, “Content!” (aka “Jump!”), business leaders often reply, “How high?”
As with any plan, there needs to be strategy. An effective plan also requires clear objectives and defined target audiences. It’s important to consider:
- How will this content meet or exceed business goals?
- Who do we want to interact with and where are they located? (Instagram, blog, Snapchat, etc.)
- What is our voice?
- What are the rules of engagement?
At Double Forte we don’t create content for content’s sake, and we certainly don’t allow our clients to say “bae.”
Intention and strategy is how we approach content because it’s not a one-size-fits-all trend. Not all companies require content to reach the people who matter to the bottom line. In fact, some of the most meaningful and memorable engagement happens off-line.
Want to be liked longer than a Snap? Create an experience that touches people, their lives and inspires them to tell their friends and family. After all, word-of-mouth endorsement is still the pot of gold when it comes to content, and is much more valuable than a retweet.
If you weren’t working in PR/marketing what would your dream career be?
I’d love to be filthy rich so I could focus on philanthropy and sell organic soft-serve ice cream at Stinson Beach, just for kicks.”
What is your favorite restaurant in San Francisco?
There are so many! But, Zuni Café is always wonderful.”
If you can dine with anyone, living or dead, who would it be? Why?
I’d like to dine with my biological parents. I’m curious to know their stories.”