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Between Content and Technology: Corporate Communications reinvents itself

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Due to new developments, the signs in corporate publishing are changing. An example is former industry association "Forum for Corporate Publishing" which, in 2015, decided on a name-change, and now appears as a "content marketing forum".

Both corporate publishing and content marketing are aimed at building and maintaining long-term relationships with the target group through a constant supply of the right content. The boundaries between the two disciplines overlap in many areas - the content marketing approach changes the way in which corporate publishers work today.

The most important aspect is that the primary focus of corporate publishers should be on  value-adding content for the target group - and only thereafter, on brand-specific considerations. To re-cap: target group relevance before branding.

„Buyers are looking for high-quality, appealing and relevant content to influence their decision-making - and intelligent companies will offer you this content.“

- Joe Pulizzi, Founder Content Marketing Institute

Influence of Content Marketing on Corporate Communications

The market for Content Marketing is experiencing rapid growth. There are, as with any rapidly growing discipline, initially a few negative developments dotted about the industry. It still lacks clearly defined standards. When in doubt, everyone jumps on the bandwagon and stuffs a wild mix of different services into the Content Marketing concept. However, there is no doubt that the importance of content marketing is still experiencing strong growth.

Two-thirds of the representatives of company's now consider content marketing to be a fit topic for the board of directors. In 68% of companies, content marketing is moving up the agenda and being discussed at board level. Because of this mindset change, marketing team work is changing. Today, marketing departments work increasingly as publishers. A constantly increasing amount of content is being released on more and more channels. The industry is gearing up accordingly and encourages journalists to create the content.

Corporate publishers, publishers, marketing teams, agencies and individual experts are now jostling for user-attention, even if not in direct competition. In order to leverage the broad range of content, technology plays a crucial role in content creation and marketing.

A study by Scoop.it showed that two-thirds of surveyed marketers believe that technology can significantly increase the efficiency of content creation and marketing (2016). The availability of a variety of tools has grown considerably in recent years. The challenge is to carefully select the right tools for your own application scenarios.

Unified customer experience across all channels

This mainly affects solutions for digital publishing products. While the market for print technologies has reached a high level of maturity, digital product offerings often still have shortcomings. The first generation of content management systems and content marketing tools was developed mainly for the web. In today's multi-channel environment, these applications often prove to be awkwardly limited.

The integration and connection of different third-party systems is often unsuccessful when inappropriate software solutions are employed. Multi-channel content publication often remains a manual, rather than efficient and automated process. The resultant digital marketing is more cobbled-together patchwork than seamless cross-platform collaboration. These software solutions, instead of reducing complexity, often turn the process into an ordeal.

A modern solution should be entirely aimed at playing out content with a consistent user experience on different channels (desktop, mobile web, native apps, tablets). Considering the competitive pressure, provision of a positive customer experience is an important criterion for distinguishing oneself from competitors. It’s no use optimising content individually, per channel, in a silo approach. The approach must cut across all platforms and channels for a unified, seamless experience, because a bad experience on one channel, whether online or offline, rubs off on the other channels and tarnishes the overall image of the brand.

Challenge marketing Content

In addition to the actual content creation, it is imperative that the digital content marketing must be effectively implemented. Marketing teams often still lack digital know-how and the right tools in order to achieve a similar ROI to that of proven print solutions.

The key to success here is largely the unification of marketing activities on a single creative platform. Instead of using multiple applications, companies should implement a solution that covers as many of the core functions as possible, and integrates missing elements with easy access through open interfaces from third-party vendors.

In order to remain competitive, corporate publishers must formulate the ideal way to create and market their content in a multi-channel environment. 

Would you like to learn more about corporate communications? Then download our free white paper now [available in German].

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