Content is King: Building Your Empire

- March 9, 2012

Digital Friday/Physical Evidence

Hello again, I’m Jim Glover, That Branding Guy, for Once a Day Marketing, where business takes shape. Today is Digital Friday where we help you create the right social media strategies for your business.

Today’s topic is very exciting to me. It is “Content is King: Building Your Empire.” Have you heard the phrase "content management?" We’re going to be talking about that today and that’s very near and dear to me because I’ve been involved in professional media for over 25 years. I’ve created/produced TV shows, infomercials, national commercials, interactive kiosks, tradeshow exhibits and DVDs. All my expertise over the last couple of decades comes into play in our subject today.

What is content management? There are three major parts--creating, managing and publishing. All pretty straightforward. Creating is producing digital content. Managing is having a system in place so that the content can be saved and retrieved. The final component is publishing, making material available on the Internet, in the digital world and through mobile marketing.

Now why is that so important? We’ve become, for one, a very visual society. We watch everything from reality-based TV shows to billions of YouTube videos. We like to take a peek in our neighbors’ windows. It’s just part of our nature.

We also like sharing and connecting through networks such as Facebook, Linkedin and Twitter. Your content must be digital to share across these networks. That’s why we love content management and its cousin, content marketing, and that’s why the industry is going in that direction and it isn’t going to stop any time soon.

There are a number of reasons why this topic is so important for your business. First, it’s the convergence of a media. Out there in the virtual world you now have videos, photos, music, text files, you name it, all blending together. Second, once it’s digital, it’s out there and immediately accessible
from anywhere, anytime using PCs, smartphones, and iPads. You have to love and embrace mobile marketing.

Next is the fact that it is inexpensive to produce. When I was involved in television and multimedia productions, cameras were huge and cost hundreds of thousands of dollars. Footage was edited in edit bays costing a million dollars. Today, your camera and your editing facility are all there on your laptop. You open up your laptop, there’s a camera, you shoot, you edit and the cost is virtually nothing, which is what makes it so practical to create digital content.

Finally, and maybe the most exciting part of all, is that once you create the content, it resides in cyberspace for perpetuity. This means you produce something once and it’s seen or heard numerous times. A couple of years ago I created a do-it-yourself video for a client who has a national recognized garden supply and plant store. One video now has 20,000 views for a do-it-yourself guide on how to plant a plant. So, they produced it once at a small cost and now, over and over and over again, people are watching that video. And that’s what makes content management so exciting.

You should now have a great appreciation and understanding of content management. Is your company already involved in digital media? If not, it’s something you should seriously consider in the future. We’ll be talking a lot in about content management and how it relates to another phrase called "in-bound marketing," which is really the future of marketing in general.

I want you to think about digital content you’ve created so far and think about what kinds of digital messages you can create in the future as part of your ongoing marketing campaigns. Mull this over and develop a list. If you started following what your competition is doing, this might give you some ideas as well.

George Orwell’s 1984 was all about Big Brother watching us. But the reality now is that with virtual content, we get to watch everything. It doesn’t matter where, when or how, we have the means. That’s very exciting and why your company should be seriously considering the development of digital content.

I’m Jim Glover, That Branding Guy, for Once a Day Marketing, where business takes shape and we’ll see you next time.