With the expanded use of on-line content marketing, the challenge for most companies is “Who will create the content?” And, quite simply, there are 2 distinct categories– host material and user generated content. Both are exactly as they sound and reflect current content management techniques and the technical responsibilities of managing a sustainable on-line presence and successful SEO strategy.
But, like any other business initiative, the starting point is to look at goals and related strategies and develop a well-crafted editorial plan for content creation – whether host or user-biased.
To maintain a strong, fresh on-line content map, brand objectives should provide the direction for robust content creation. You may be able to satisfy your content demands from within the business, or need additional editorial to build a more balanced web profile. It may also be important to create consumer-focused product or service champions for 3rd party perspectives – this will depend on your content creation and marketing strategy goals. Idealogy can operate as either an internal voice or a ‘market-side’ campaigner.