Join C.C. Chapman for an in-depth discussion in this video Knowing your company's culture, part of Introduction to Content Marketing.
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So, knowing your company culture is critical to your contact marketing success. Let's face it, if you are a small mom and pop company, the way you act, the way you can get things approved is going to be different than if you are a multinational company. Now, one of the things that kills me with contact marking is everybody is trying to copy everybody else. Right now, all the rage is real time marketing. Things like when Oreo, when the lights went out at the Super Bowl, and Oreo suddenly had an image out there on Instagram right away reacting to it. Everybody's trying to copy that. Now let's face it, most of you, right now, don't have the budgets or the staff that a company the size of Oreo does.
So real-time marketing is tough to do. Don't try to do it if you can't. It doesn't fit your culture, if it's not part of who you are. Now a big part of this too, when we want to talk about content you want to be engaging, you want to create an emotional response. Now that can be done through humor or seriousness or caring. There's lots of different emotions. If it doesn't fit your company culture, it's going to feel weird. Everybody's trying to be like everybody else, and let's face it, that doesn't work. We do business with people that we like. We buy products that we like.
Different companies have different cultures. So when you start out with content marketing you're figuring out your goals. And you're figuring out what you're going to do and what platforms you're going to use, you have to figure out the ones that fit your culture. If you've never looked at that, the bigger the company, you're going to have to really take the time to get lots of parties involved. Figure out, you know, from a PR perspective, and a communications perspective, what is your company voice. What do you do, what don't you do? Are you a little edgy? Are you a little playful? Are you a little fun? Maybe you're very conservative. There's not a right or wrong answer. The key is that you know who you are, so when you're creating content, that content fits who you are as well.
- Defining marketing goals and measuring success
- Integrating already established programs
- Getting leadership support
- Establishing an online footprint, starting with a blog
- Electing editors, community managers, and content creators
- Using an editorial calendar
- Writing for the web
- Understanding the importance of images, audio, and video