Communications and content
The growth and proliferation of communication channels available has created a challenge to businesses and professionals alike. This challenge is reflected in two difficult decisions that have to be made – what are the communication channels in which the organization wants to be, and how to use that channel to communicate the relevant messages to its stakeholders. This is not a minor question, and it should be clearly evaluated in the face of the business priorities of the organization. For instance, the decision to be present in social media should be seen in the face of the strategic objectives set forth for the organization, and its efficacy should be validated according to the same business goals. As well as the content to be created should be adequate to the audiences which we want to communicate with.
As a result of the proliferation of content and information available, consumers have been more demanding on the quality and relevance of the communication they receive, as well as on how they receives it – ideally, this should be adapted to the format that is more useful and practical, be it a telephone or a tablet, a computer or a print edition of any given publication. The format will define the way and the amount of information presented, given the different readership time and reading space available in each of these formats.
As such, content has gained an increasing relevance, and the success of the initiatives being developed by each organization depends on the efficacy and relevance of that same content to the target audience. The basis for the success of the organizations is, through content, to establish a strong connection of continuity to the consumer, meeting its needs and expectations and aligning the communication and content created to the targeted channels.
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