The Content Conundrum: Why content alone falls short in achieving results

In the age of digital communication, impactful content has undeniably become the backbone of successful branding strategies. However, the notion that sheer volume of content guarantees successful results has been debunked by the recent shifts in the digital landscape. The 2023 Brunswick Digital Investor Survey? – a study that analyses how institutional investors find, evaluate and use financial information online – underscores the need for a comprehensive approach, often guided by communications specialists or PR professionals, to harness the full potential of each piece of content and drive impactful outcomes.?

The challenge of staying abreast of the constantly evolving influx of available information within the digital landscape can result in an overwhelming focus on the singular task of content production. This, in turn, can disrupt the other crucial steps involved in establishing influence and gaining exposure. The risk is excessive creation of low-quality content, which can harm not only a company’s brand but also its team members.??

This is where professionals such as marketing and public relations teams can assist in ensuring that the company’s content can be utilised efficiently, allowing time for teams to focus on quality control, rather than quantity.??

The team behind impactful content??

Creating impactful content isn't a one-person endeavour. It involves collaboration among various roles, including PR, marketing, design, communications and public affairs. These specialists help bring their unique perspectives and skills to the table, weaving a cohesive narrative that aligns with the brand's objectives and resonates with the audience.?

A common source of confusion when firms search for communications professionals is how PR teams differ from marketing teams, and how to consider each when hiring a third-party team.??

To help, a simple summary can make it clear: marketing promotes the internal brand’s products and services, while public relations strengthens the company’s external relationships and reputation.?

Strategic placement: Where and why?

The Brunswick survey indicates that financial companies and individuals are strategically placing their content on LinkedIn, company websites, events, paid ads and social media to amplify their presence within their relevant audiences. These platforms offer the most exposure and can potentially spark customer interest and recognition.??

In this competitive environment, careless uploading of content can be sacrificial if no comprehensive strategy is implemented. Those who concentrate solely on uploading content should not anticipate any benefits from these platforms for maximising their outreach.?

Platforms matter?

The survey reveals a startling truth: 94 per cent of institutional investors systematically gather data from social and digital sources, while 88 per cent make recommendations or decisions based on information from certain online platforms.?

The preferred platforms for business-related content consumption, as outlined by the study, include:???

1. Corporate investor relations websites?

1. LinkedIn?

1. Google?

1. Email newsletters?

1. YouTube?

1. Instagram?

1. Facebook??

1. Twitter (now known as X)?

This underlines the significance of having a strategic presence on these platforms, where audiences can ‘keep a pulse on the conversation’. A strategic PR agent can help position your content stream where it matters most, aligning with your target audience's preferences.?

The digital realm has transformed into a treasure trove of insights, influencing critical decisions. This emphasises the need for a well-thought-out communications plan to maximise content's reach and impact.?

The human connection?

Investors, much like consumers, crave the human touch in content. The survey indicates that 44 per cent of institutional investors engage with content based on the individual producing it, and 24 per cent seek out leading voices to shape their viewpoints. This human element further reinforces the idea that content must be accompanied by a cohesive communications strategy that brings forth the voices and personalities behind it. This may become more challenging in the age of AI, as the push for content will become more competitive as technology advances.??

Beyond content creation – crafting brand identity?

While partnerships with external brands might seem appealing for broadening audience reach, the research of Dr. Cathy Nguyen at the Ehrenberg-Bass Institute emphasises the importance of alignment between advertising creative and a brand's context: effective branding involves not only the content itself but also the brand elements that consumers recognise over time – logos, colours, characters and taglines.??

A well-executed collaboration can indeed set your brand apart, but it must be executed with care to maintain brand integrity.?

As we explore the elements that contribute to impactful content creation, it becomes clear that a comprehensive strategy, guided by communications specialists, is the cornerstone.??

Content alone is no longer sufficient: the success of branding and content hinges on a collaborative approach, strategic placement and preserving brand identity. Understanding these dynamics can help organisations thrive in the digital era.?

If you're wondering about creating a communications strategy for your branded content, our professional PR team, with 75-plus years of collective industry experience, can provide assistance.?

Contact us at Capital Outcomes?

Contact:?Simrita Virk???

E: [email protected]??

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