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