Campaign or Commitment: What’s Your Content Culture?

Are you one of those people who only cleans the house when you’re expecting company? No? Am I the only one? Well, similarly, for some organizations, content is something that only gets significant attention during a major campaign. In higher ed, this may take the shape of the resources poured into a viewbook that is expected to hold up for multiple years, or a website for a capital fundraising campaign, or a push to create content around a new program or supporting a specific brand message. Once the need subsides, the attention to content diminishes. David Meerman Scott dismisses the one-off content approach, instead advocating for ongoing investment and organizational commitment to content. After all, content is a vital component of our communication efforts seven days a week.

I think there is a huge difference between a sustained development to creating valuable information online — YouTube videos, blogs, photographs, ebooks, Twitter feeds, Webinars, and the like — vs. creating a one-off Facebook game in the hopes that people will “like” you.

Source: Advertising Agency Campaign Mentality by David Meerman Scott, Web Ink Now, Apr. 21, 2011

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About Georgy Cohen

Georgy Cohen is associate creative director, content strategy, at OHO Interactive in Cambridge, Mass.. Prior to OHO, she worked with a range of higher ed institutions, including stints at Tufts University and Suffolk University and as an independent consultant, on content strategy and digital communication initiatives. Keep going »

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