Content
RedShift Content Program: The Power of the Right Words
RedShift: Pre-requisites for content optimization
Content is one of the two most important success factors for businesses of all sizes. The other is community. If you want to expand your influence in the increasingly conceptual and connected world, you need both.
Content created for Web 2.0 social media and networks is nothing like traditional marketing, advertising, corporate or public relations campaign content because it doesn’t sell. It shares, serves and supports. For many businesses this means starting content initiatives from scratch. It requires acceptance of the ongoing and relentless:
- Shift of power from sellers to buyers.
- Shift of control of knowledge and information from management to end users.
It also requires great writing.
“Easy reading is damned hard writing.”
- Nathaniel Hawthorne
Although beautiful design and graphics are valuable for making an immediate visual impression, they’re not what build relationships and community and they’re not what keep prospective clients and customers coming back. They’re not your message. Your words are your message.
The content bar is raised with Web 2.0. Many businesses of all sizes are failing to meet the challenge or are getting bogged down in the content planning process and related change issues. But to ignore, delay or attempt to short-cut the path to Web 2.0 content creates a serious long-term disadvantage.
The RedShift metaphor for deep and collaborative content development is the holon. With this integral approach, all content contains, reflects and shares the unique value that you and your organization bring to your organization, clients, partners, communities and beyond.
What
- Content development for Web 2.0: strategy, writing, editing, copy, visuals, ghost-writing.
- Web site user-interface/template (WordPress, SharePoint) creation.
- User-generated content training and mentoring.
- Individual and team coaching and facilitation to insure that content development is aligned with desired marketing and social media results and best practices.
- Content review and development to optimize search placement (SEO).
Why?
- Its becoming increasingly difficult for prospective clients to find you when they search for you on the web.
- There’s a company-wide lack of engagement with your internal knowledge sharing and collaboration systems.
- You’re open to the potential value of both external and internal social networks and media but the ROI and the change issues are unclear.
- Your content is either missing or mis-aligned with your strategy to build collaborative relationships with your clients, customers, channel partners and employees.