Strong, defensible, differentiating messages have long been the cornerstone of any effective public relations campaign, event, or strategy. The growing use of social media and online stakeholder engagement opportunities have led corporate communications specialists and marketers to rethink and repurpose this defining element of their work into something broader — content strategy. While many digital marketers and strategists may focus on content strategy as something almost uniquely inherent to online editorial, as a discipline, its fundamentals — message development, creative editorial that resonates with target audiences, and impactful delivery — have a central role in all aspects of corporate communications.
With the average person being bombarded by an estimated 3–5k marketing messages every day, traditional PR and marketing tactics no longer have the impact they once did. A positive, on-message story in a major newspaper or magazine simply does not generate the strong effect it did five or 10 years ago, particularly within business circles. Most people don’t acquire news and information the way they once did, and the traditional organizations that provide it don’t do so with the same exceptional standards they once did — or at the pace that today’s news-consumer demands. Indeed, the lead story in today’s printed copy of the local newspaper is, literally, old news. Accordingly, many savvy corporate communications strategists now leverage online publishing opportunities to inform and engage stakeholders on issues, events, and news developments that matter to their business.