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Forget Social Media, the Future is Content Strategy

February 28th, 2010 · No Comments · Marketing

Kristina Halvorson on BrainTraffic has a great post on why content strategy is gaining popularity so fast.

Content strategy is more or less on the same trajectory as social media was three years ago. Why?

I think it’s because the reality of social media initiatives—that they’re internal commitments, not advertising campaigns—has derailed more than a few organizations from really implementing effective, measurable programs. Most companies can’t sustain social media engagement because they lack the internal editorial infrastructure to support it.

They don’t have a content strategy.

Effective social media campaigns take a lot of work because there are no short cuts to building meaningful relationships. Businesses need to create a lot of real value before first before the sales pitches. Trust is everything and that only comes with lots of valuable content.

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