Comms strategy is king. Long live the king.
Adam Sharp, CleverTouch Group MD, disputes that old and well-loved adage ‘content is king’.
I do tend to cringe when I hear the phrase ‘content is king’. It really isn’t, never has been, never will be. It is only king according to creative agencies who want to churn even more stuff out – more stuff no one will read; after all they have a vested interest… kerching, kerching.
The reality is most marketing departments have more than enough content already. The other reality is that most agency staff have never had senior positions client-side, which is why they spout stuff like that.
If content is king, is pantone queen? No! And neither is content, it’s actually a tactic – albeit a useful one. Above that sits the comms strategy, this is what is actually key, sorry king. ‘Comms strategy is king’, not quite the same ring, but true.
The comms strategy is all about figuring out who to speak to and how – in essence the positioning, segmentation and subsequent targeting. Making your strategy relevant to the business objectives makes marketing relevant to the business. This is the strategic part, content is the tactical part.
Once the comms strategy has been developed, the right content and creative can be deployed and distributed across all channels: outbound (via email and Marketing Automation) and inbound (social & PR).
This approach works – it makes marketing relevant, saves clients money, and integrates the messaging across all channels for maximum impact. Reduce, reuse, recycle, and reach those customers.
It is with this approach in mind that we are delighted to launch The CommsCo – helping clients develop a coherent communications strategy across all channels.
We can now offer clients our outbound expertise in Marketing Automation, and inbound expertise in communication strategy through The CommsCo – which makes for a very powerful, joined-up approach.
