FoM18: 5 things you need to know
I recently attended CommsConnect held in LinkedIn’s Sydney office. It was an engaging event that provided the opportunity to hear from some key thought leaders in the communication industry including, Jason Laird, Executive Director, Communications and Chief Social Officer, Telstra; Paul Edwards, Group General Manager Corporate Communications, ANZ; Emma-Rugge price, VP Communications, GE, ANZ; and Cliff Rosenberg, Managing Director, ANZ and SE Asia, LinkedIn.
Spending the morning listening to these industry professionals was both inspiring and energizing. While there were a lot of interesting takeaways, one thing that really resonated with me was a point raised around the power of authentic content marketing.
In my field, I work with content in varying forms every day. I think it’s safe to say that we are all aware of just how important content is to any successful campaign.
Whether it be in the form of a video, an image, or an editorial piece, it’s the glue the holds our campaigns together and is the means by which we communicate our desired messages to relevant audiences.
But what can be overlooked is the nature of the content we are producing. Quite often, marketing departments will invest a lot of time producing materials to help “support” the current campaign they are running.
However, what must be remembered is that authentic content will often provide more engagement than heavily messaged marketing collateral.
Take for example Dell’s Executive Marketing Director, Kevin Green, who last year wrote a post on the lessons he learned from his father upon his death.
At first glance, this post is about the lessons Kevin took from his father, however within his post, Kevin also touches on the qualities of a good leader and provides some thought around the modern world of business we work in today.
Kevin’s post received 247,068 views and counting – impressive exposure.
What’s more, the post successfully positions Kevin as a thought leader in his own right, as well as humanizes his profile as a Dell executive. It breaks down the barriers between Dell and its consumers, enabling a more unique and authentic connection with the brand.
When the goal is to connect a company with key audiences, humanize the brand in the process, and ultimately close the gap between consumers, who, just like the spokesperson from the company, are everyday citizens, an authentic, timely and relevant piece of content will often achieve more valuable results then an infographic, tweet, or video.
Don’t get me wrong, it takes all types of content to get the job done, but it’s all about pairing the right assets to convey your message.
At a time when there is an immense amount of noise online and multiple brands to compete with, companies would do well to embrace a more authentic approach where possible and position their executives and employees at the forefront of this movement.