Traditional publicity vs content marketing

It’s all about content

By Jessica Nicholls 20 August 2013

Whether shopping for tea bags, a new bike or tickets to NPC’s upcoming  conference, the Internet has changed how we decide what to buy. From Gen Y to Gen C—today’s digital natives—brands are expected to behave more like people, as people behave more like brands. (This video of a 2-year old prodding and stroking the pages of a magazine because she thinks it’s an ipad makes the point).

In every industry, organisations are taking advantage of new platforms and tools to get closer to customers. But the digital realm can be extremely disruptive, and adapting to new technologies and trends requires money and a great deal of effort. So how can charities, especially the smaller ones, keep pace? With high demands on services and increasingly tight budgets, it’s a difficult development to prioritise.

Whatever your organisation’s capacity, whatever it’s vision, it seems the key to managing this challenge is content. I recently heard James Moffat from The Organic Agency talk about content marketing,  an editorially-driven approach designed to enhance users’ knowledge in your area of expertise. In other words, it’s not targeted at selling but has value in its own right.

The cynical part of me wondered what was everyone doing before, if not content marketing? This can’t have been the “damascene” moment some people describe. But given today’s spectrum of media experiences, focusing your channels and campaigns on relevant and valuable content does make a huge amount of sense. And it’s a time-saver too: you can display the same core content across different channels in a flexible and responsive way.

Content marketing takes the pressure off thinking about each channel separately, and helps clarify key messages internally and externally. So why, the day after this enlightening talk, did we go and make this video? It’s not strictly about the content of our ‘Improving impact measurement and analysis’ conference—but it is about the bigger picture. It highlights the value we believe data and measurement can bring the sector and why impact is so important.

Ultimately, however much time or budget you have, it’s about creating great content that people will want to read, talk about and share. Our film has been viewed over 1,000 times and received dozens of tweets, which we’re really pleased about. We’re launching part 2 of our Impact Heroes story on Friday so look out for it and please share—if you like the content of course!