Content creation continues to drive engagement
Content creation has been a major responsibility for communications experts over recent years, with brand journalism and digital content now a core part of many organisations’ communication strategies. However, the development of brand journalism is expected to shift in 2015, away from generating large quantities of content and towards implementing a highly tailored strategy that is…
Content creation has been a major responsibility for communications experts over recent years, with brand journalism and digital content now a core part of many organisations’ communication strategies.
However, the development of brand journalism is expected to shift in 2015, away from generating large quantities of content and towards implementing a highly tailored strategy that is aimed at specific stakeholders.
That’s the finding from the most recent annual report on the state of the communications sector from global PR firm Hotwire PR. The Digital Trends report examines the developments that are affecting corporate affairs initiatives across Australia and how these are shaping the future of the industry.
The core development the research saw was the importance of segmenting content to a personal level in order to achieve maximum reach. As the amount of new content has increased, companies are now looking to implement strategies that offer greater choice for individuals.
This style of “choose your own content” is becoming increasingly popular, led by individuals who are more selective about the corporate communications they engage with.
As well as focussing on how online content is becoming more tailored, the research considered the impact of digital on government communications. According to the research, digital channels will continue to play a broader role in government engagement efforts.
Recent state elections across the country in particular have demonstrated the development of digital engagement strategies, with these expected to continue growing over coming months.
Finally, the study also highlighted a further obstacle for companies that are looking to build a positive relationship with customers, especially over digital channels. The research cited the growth of a group of individuals, particularly millennials, who are actively disengaging from corporate communications.
In this situation, authenticity and engagement are only going to become more important for communications professionals as they look to build stronger connections with the public. By creating a uniquely positioned strategy that can break through the fatigue many people feel around digital media, companies will be well-placed to maintain public engagement.
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