CONTENT FROM A FUFISM PERSPECTIVE
Content comes in a variety of different disguises and then in various combinations of these different disguises. Each different type of content has its own subset of different media where it is found, and these are listed in the second list labeled content medium.
- printed material (books, news papers, magazines, files, flyers and posters)
- Radio (audio)
- television (audio visual)
- digital and online (computer files / web sites / blogs / social media / forums)
- verbal speech and telephone conversations including interpersonal communications (lectures / teaching / meetings / customer interactions)
Most information that a company has, is stored in basic text format and kept in files either printed or stored in digital format within the company intranet, which is accessible by the company staff. This content is used to formulate policies and work flow issues as well as for general administration and management of the company or organisation.
As far as this discussion is concerned we will deal with a very small subset of content, which is created and managed, specifically for the purposes of marketing, advertising and related management of company marketing and advertising issues from a FUFISM perspective.
The marketing cycleThe management will establish procedures to create more content, which is purpose orientated to achieve specific goals, aims and objectives, and establish rules for the distribution of this content to specific target groups to further the purpose, aims and objectives of the organisation or company.
Now that we have established the basics of content we need to establish the purpose, aims and objectives of having a FUFISM based content policy, and then establish a means to implement this policy so that we can use the company's existing content to create, curate and manage a FUFISM based social media marketing machine that will allow you to do your marketing and advertising from a well informed and properly managed base of operations.
So just to ensure that you are up to speed with what FUFISM is all about take a short detour and do some revision of what is FUFISM here
All marketing starts with (or rather should start with) a brief from the management to the marketing department discussing the product / service that they want exposed to the public along with the public's expected reaction and how this is expected to be managed further down the line by other departments such as sales, production, Public relations and general administration staff.
The marketing team take this brief and then begins putting in place the necessary content that will be managed, manipulated and configured into a format that is suitable for the chosen medium or media and then distribute this content according to the developed plan. This is quite a lengthy procedure and needs to be properly planned so that the content can be created then released in a co-ordinated and well managed manner.
Content development Stage one
Target market research and documenting the the target market trends, practices and habits as well as their preferred communication channels and language use is an essential part of stage one in the content development cycle.
Content development stage twoNow that you have a target market and the desired medium that your content will be channeled through you will need to start developing a content strategy plan that will entice your selected target audience to take the desired action on your call to action statement in a manner as dictated in the original marketing brief. This usually involves
- a web site
- a blog
- one or more social media platforms
- Optional extras
- news paper advertising
- Radio advertising
- magazines advertising
- billboard advertising
- distribution of flyers
- TV advertising
- other branding / advertising options