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August 8, 2012
CALGARY, AB, Aug 8, 2012/ Troy Media/ – My dad was a military man in the 1960s. As a youngster he trained me that there was one way to iron a shirt, make a bed, or shine a pair of shoes – the right way.
I remember him showing me how to shovel the driveway by dividing it into quadrants, then slicing the snow into cubes so each shovelful of that wet New Brunswick snow wouldn’t break my back. This was a precision operation.
Content marketing requires this same kind of methodical treatment. There are two ways to do content marketing, the way most companies do it and the right way. You pick.
The way most companies start in social media is to turn the intern loose on ‘the Facebook’ and see what happens with random posts about the weather and weight loss. Unless you sell waist slimming sunshades (note to self: product idea), this is a really pointless exercise.
The right way is to set up your team to act like a content factory. Workflow, process and standardization are key here. In the infamous words of Henry Ford ‘Any customer can have a car painted any colour that he wants so long as it is black.’ In this case, any department can have any story they want on the blog (or Facebook) so long as it is in the editorial calendar. Which of course implies there is an editorial calendar.
One thing I learned when I worked at TELUS a few years back was the importance of process. Say what you will about big telcos, but there were a lot of people working very hard to make buying, activating and using telephony products the same from sale to sale. Ditto when I was a young man moving boxes around a UPS warehouse – everything was scripted, down to within an inch of its time and motion life.
Scientific management principles, time-motion studies and the like, originated very early in the 20th century, born of the need to extract more productivity from newly-sprung factories. Names like Gilbreth and Taylor, later Deming and Crosby drove the notion of scientific management into corporate America. Movements like Total Quality Management and Six Sigma came later to America, Kaizen to Japan.
According to Wikipedia ‘Key features of Kaizen” include:
Finding your corporate voice in social media is a process of planning, standardizing and continuous improvement, largely driven by the team who actually has to publish content and respond to the public.
Broadly speaking, the steps required are:
This is essentially how newspapers, magazines and nightly newscasts are produced, but now the feedback from the audience is almost immediate (unless you’re boring, in which case . . . crickets.)
Nowadays to be a corporate communicator is to be a storyteller, a journalist embedded within your own organization, setting up your own little in-house newsroom.
Ask yourself this, if I am not the managing editor of our corporate story, who is? That should not be left to chance.
This column is FREE to use on your websites or in your publications. However, Troy Media, with a link to its web site, MUST be credited.
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