Your brand is the sum total of the experience your audience has with your company. As a consequence all communication must be considered content, whether its purpose is informative or sales-oriented. In other words, all content is marketing and as a result it must be consistent in point-of-view, character, approach, and presentation in order to establish and maintain credibility.

Many businesses struggle with an inability to maintain consistency in these areas. Even major corporations like McDonalds have this problem with technically proficient advertisements that fail because they run various campaigns aimed at different audience demographics in an attempt to attract more clients, when all they are doing is diluting their brand. If done properly, focusing on one key demographic will pull the other groups along with it. For example, marketing to children will pull the parents and grandparents along. The old adage, you have to give something up to get something in return, certainly applies.

Another kind of content failure is the social media marketing area. Social media marketing does have it’s place, but too many companies dilute their online presence with Facebook and Twitter, venues that only serve to pull people away from company websites, the central online venue for a brand, since it provides the most opportunity to communicate various kinds of content within a consistent branded environment. Just because social media is “Hot” doesn’t mean it’s appropriate or even useful for every company.

The line between content and marketing communication is blurred. The Web is by nature a venue that demands companies be informative, creative, entertaining, and relevant, which are the same criteria required to enhance and maintain a credible brand personality.

Jerry Bader
MRPwebmedia
(905) 764-1246

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http://www.mrpwebmedia.com
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About MRPwebmedia

People ask, "What do you do?" You could say we inform, enlighten, innovate, and create; you could also say we deliver our clients' marketing messages in memorable ways using video, audio, webmedia campaigns and websites; all created in-house from concept to implementation, from graphic and motion design to Web-design, from script writing to video-production to post-production, from music composition to signature sound design.

What do we do? We motivate action by speaking to your audience's real needs. We tell your story so your brand, your message, embeds in the minds of your clients. We are corporate storytellers; we turn advertising into content, and content into a memorable experience.