{"id":785,"date":"2011-04-22T06:34:59","date_gmt":"2011-04-22T10:34:59","guid":{"rendered":"https:\/\/meetcontent.com\/?p=785"},"modified":"2017-04-20T00:00:59","modified_gmt":"2017-04-20T04:00:59","slug":"campaign-or-commitment-what%e2%80%99s-your-content-culture","status":"publish","type":"post","link":"https:\/\/meetcontent.com\/blog\/campaign-or-commitment-what%e2%80%99s-your-content-culture\/","title":{"rendered":"Campaign or Commitment: What\u2019s Your Content Culture?"},"content":{"rendered":"<p>Are you one of those people who only cleans the house when you\u2019re 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. <\/p>\n<div class=\"bqwrap\">\n<blockquote><p>I think there is a huge difference between a sustained development to creating valuable information online &#8212; YouTube videos, blogs, photographs, ebooks, Twitter feeds, Webinars, and the like &#8212; vs. creating a one-off Facebook game in the hopes that people will &#8220;like&#8221; you.<\/p><\/blockquote>\n<\/div>\n<p><cite><strong>Source:<\/strong> <a href=\"http:\/\/www.webinknow.com\/2011\/04\/advertising-agency-campaign-mentality.html\" title=\"Advertising Agency Campaign Mentality\">Advertising Agency Campaign Mentality<\/a> by David Meerman Scott, Web Ink Now, Apr. 21, 2011<\/cite><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Are you one of those people who only cleans the house when you\u2019re 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 [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[127,17],"tags":[26,22],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Campaign or Commitment: What\u2019s Your Content Culture? | Meet Content<\/title>\n<meta name=\"description\" content=\"David Meerman Scott dismisses the one-off content approach, advocating for ongoing investment and organizational commitment to content.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/meetcontent.com\/blog\/campaign-or-commitment-what\u2019s-your-content-culture\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Georgy Cohen\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/meetcontent.com\/blog\/campaign-or-commitment-what%e2%80%99s-your-content-culture\/\",\"url\":\"https:\/\/meetcontent.com\/blog\/campaign-or-commitment-what%e2%80%99s-your-content-culture\/\",\"name\":\"Campaign or Commitment: What\u2019s Your Content Culture? | Meet Content\",\"isPartOf\":{\"@id\":\"https:\/\/meetcontent.com\/#website\"},\"datePublished\":\"2011-04-22T10:34:59+00:00\",\"dateModified\":\"2017-04-20T04:00:59+00:00\",\"author\":{\"@id\":\"https:\/\/meetcontent.com\/#\/schema\/person\/c46e3050ea513291a46336298ee82c91\"},\"description\":\"David Meerman Scott dismisses the one-off content approach, advocating for ongoing investment and organizational commitment to content.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/meetcontent.com\/blog\/campaign-or-commitment-what%e2%80%99s-your-content-culture\/\"]}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/meetcontent.com\/#website\",\"url\":\"https:\/\/meetcontent.com\/\",\"name\":\"Meet Content\",\"description\":\"Empowering higher education to create and sustain web content that works\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/meetcontent.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/meetcontent.com\/#\/schema\/person\/c46e3050ea513291a46336298ee82c91\",\"name\":\"Georgy Cohen\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/meetcontent.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/ed49bc8dd530713ec3ccdf6523f474b5?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/ed49bc8dd530713ec3ccdf6523f474b5?s=96&d=mm&r=g\",\"caption\":\"Georgy Cohen\"},\"description\":\"Georgy Cohen is associate creative director, content strategy, at OHO Interactive in Cambridge, Mass.. 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