When It Comes to Content, Embrace the Exceptional
I have been on an exceptional mission of late.
Let me clarify. Whenever I hear a client, prospect, partner or colleague talk about content as the foundation of an effective sales enablement, social media or marketing campaign, I quickly interject the word “exceptional.”
To attract, engage and maintain a community of targeted readers, it is absolutely imperative for a company to provide a unique and high value experience. You can read more about my thoughts on the hallmarks of exceptional content at this article published by Digital Marketing Remix.
This morning my partner Chris Parente reminded me that well crafted, thought leadership content also delivers value to an organization in the form of traditional earned media coverage.
Chris directs Strategic Communications Group’s (Strategic) work on behalf of Polycom, the global leader in video collaboration solutions. The FedUC site we publish in partnership with the client has emerged as the go to source for best practices, lessons learned and applications of unified communications in the federal market.
We’ve confirmed this leadership standing through a consistently growing and thriving reader base, and (now) re-purposing of our content by a respected trade magazine. Check out this article published by NextGov:
Telecommunications vendor Polycom filed an interesting blog post Tuesday about the possibility for videoconferencing to reduce recidivism in prison inmates and save money for state and federal government. The post cites reports from Minnesota and Florida that found regular visits by family members can reduce the likelihood of a released inmate returning to prison by 10 percent or more. That translated into reduced costs for those states’ justice systems.
Embrace the exceptional when it comes to content marketing and creation. Yes…it’s harder and requires more work. Yet, the results and ROI are stunning.