According to Social Media Today, more than 78% of Chief Marketing Officers believe that custom content is the future of marketing. And, last week’s Consumer Electronics Show (CES 2014) provided the perfect venue for companies to launch or hone their branded journalism-based Newsroom content marketing strategies.
Over the past 18 months, Lionbridge has seen a growing number of our clients embrace this new strategy of ‘always-on’ storytelling in an effort to emotionally engage customers across multiple channels, devices, and geographies. It’s an exciting evolution that reminds me of agile software development and its always-on, real-time cycles, yet more personal in nature as companies seek to establish emotional connections at the individual consumer level.
As a professional in the globalization industry, when I collaborate with clients on global Newsroom strategies, my thoughts immediately center around language, culture, and relevance of the stories themselves. Will the stories resonate in my clients’ target markets? What social media platforms are best suited for which kinds of stories? Which target languages do we need to consider? How do we intelligently leverage “the crowd”, real-time technologies, and follow-the-sun publishing models to impact our clients’ competitive edge?
However, I think the biggest challenge is around the balance of time-to-market and quality. Marketers have long been focused on perfection – the perfect messaging, the perfect graphics, the perfect positioning, and perfect outcomes. A newsroom strategy by its very nature must support content immediacy – otherwise the news is ‘old news’ before it’s even out the door.
Which trumps in your Newsroom organization – Time-to-market or quality? How do you manage the delicate balance of deploying “perfect” content in an always-on environment? I’d love to hear from you!