When Content & Communications Collide

Do you have what it takes to generate demand in our exceedingly loud, attention-starved era?

You may be very good at creating marketing content for lead gen purposes. You might have a "resources" section on your web site loaded with white papers, case studies, newsletters and podcasts. Or you may have talented public relations people who have a knack for getting you media placements.

But do you have both? I doubt it. Few do.

There are plenty of writers out there. Copywriters are a commodity. There are also plenty of PR professionals out there. They're a commodity, too.

What's missing is a convergence of the two: Skilled firms and professionals who can both generate rich marketing content and then capitalize on it by getting key influencers -- such as media and analysts -- to retell their tales.

You may have access to writers and other "content producers" now. They aren't hard to find. The best of them can identify the foundations of a great story when they hear it, refine it and make it extremely vivid. Trouble is, they usually don't have a clue about marketing or sales or the customer's decision-making process. They don't understand PR (or AR). Internal product marketers and marketing managers may or may not understand these things, but they usually don't have the skill or time to write compelling content. They have other pressing responsibilities.

PR people, meanwhile, don't have a story to tell without rich content.They tend to merely repeat the dull narratives they are told by their clients, desperately hoping editors and analysts will find these stories interesting enough to act on. Too often, they end up like sales people with a lousy product (in this case, dull, unimaginative stories). What PR people need to truly excel is rich, compelling and insightful content that grabs the attention of prospects and the interest of industry influencers.

The future belongs to forward-looking executives who know that market leadership revolves around thought leadership. Indeed, they will understand that true thought leadership lies at the intersection of content and communications, disciplined research and dynamic engagement, story making and influencer relations. Look for these connections -- these intersections -- if you are looking to elevate your company and drive profitable growth.

Comments

[Elizabeth Fairleigh]

Well said, Britton - Who are some companies that have achieved this?

[Britton Manasco]

Thanks for the note, Elizabeth.

To answer your question: I don't know. It's rare to see PR firms that have mastered rich content. I can't think of any off hand. With enough money, of course, you can get this kind of treatment. IBM gets it. So does Cisco. Which is wonderful if you are already the market gorilla.

Everyone else has the opportunity to cost-effectively position themselves by pulling together these capabilities -- rich content and persuasive communication -- in a thoughtful and disciplined fashion.

It's a cost effective differentiator if they do. Their marketing can be part of their strategic power. In the era of thought leadership, in fact, your marketing -- your insights, your perspectives -- are part of your solution. They are essential elements of your overall value proposition.

But who does provides the whole integrated package? My company does. Not sure who else does. I'm sure there are some...and I will welcome their comments.

[steve]

Dear Britton: Writers may be plentiful But good writers aren't. Writers that can produce eloquent but easy to understand content are rare indeed. Corporate Gobbledygook Acromania is a virus that has turned into a global pandemic. Check out Hemmingway's 4 rules of good writing.

[Steve]

I didn't finish - sorry. Business writers tend to write more than less. And less and less of less while more and more of more. HAHAH Anyway - nice post. Steve

[Britton Manasco]

Hi Steve,

As a writer, you would think that I would be sympathetic with your comments. And I am. (And thanks for the Hemingway citation.)

The thing is, I am not so sure that companies (particularly in the B2B arena) have been very effective at telling weak writing from strong writing. What makes me think that? Well, I see a lot of very weak writing out there.

One interesting factor in this era of closing loops is that it gets much easier to test and learn. Writers, like everyone else, become accountable for the impact of their messaging work, white papers, articles, case studies and campaign copy.

But it's not just that poor writing will get punished. Strong writers are likely to get more recognition for the (measurable) difference they make.

So, you're right. Great writing is NOT a commodity. It's only a commodity if you can't measure it's impact. That was where I was going with the point about content that is disconnected from communication.

Make sense? How's MY Writing? Call 1-800-555-BARD.

Best,

B

[steveskayser@cincom.com]

You're writing is great. How is your book coming? What's going on with your research? I was just at an advanced PR technology conference. The biggest lament was not about technology -- but about poor writing.