Getting to grips with new tricks.

Everyone’s a content producer these days. Yet the growing volume of content that brand owners distribute across multiple digital platforms is driving a fresh challenge up the corporate agenda: how to create a publiching culture tht allows you to plan and manage content more strategically.

As industry insiders have noted, when brochurekit was topdog, content strategy was all about the organisational flow of repurposed content onto web sites, with little direct focus on audience needs. How it has changed with the emergence of broadband and the rise of search and social media they have done more than just swell the volume of content online.

Today’s newly appointed content strategists come from many backgrounds, often with user-experience or web-editing roots. Their experiences have convinced them that, more than ever before, companies need overarching strategies for creating and delivering content.

This is especially due to the fact that content has become a company-wide function and increasingly core to any business. Communications used to be via a narrow funnel but now it’s bleeding out through numerous channels. The challenge it seems, is to create a strategy encompassing all these different elements and to make this process softer on your company should be to focus on possible digital PR opportunites for your company.

In fact, quite recently there was industry talk going round that the value of content through digital distribution could be up to ten times what it was five years ago. As digital content consumption becomes integral to people’s daily lives, it raises the question of what the best content is for a brand.

Additionally, the added challenge arising is that the recession sharpened finance director’s focus more closely on maximising the return on every penny spent, leading to fresh expectations that every piece of content be cost effective.