Content Generation

Content Generation

Intrinsic Media’s creative process assists companies with:

*streamlining the content generation process.

*creating content which is effective in communicating the company’s business value.

*making the company website an integrated business tool for the company to communicate with the market place.

Setting the scene:

Almost all companies have content needs which are fulfilled internally or externally by agencies like Intrinsic Media.

Here’s one of our observations in dealing with clients. There are often several needs which may include:

*Public Relations

*The Company Website

*Social Media

*The Company Blog/SEO copy


*Sales and marketing documentation

Whether content for these areas is generated internally or externally, the responsibility for the content often becomes silo focused, which creates duplication because content that is generated for PR for example by one employee or agency may be generated again for the company website by another employee agency.

Company content structure

Furthermore, as employees change and new agencies are hired, a lot of companies’ content gets rewritten again and again over several years.

The other problem with silos is that companies don’t always have consistency across their communication channels. For example, a company may have a strong advertising strategy, but little or no PR. Companies may be great at selling direct, but their websites may not accurately represent who they are.

Some of these channels may work well for companies and others less so. The question is how do you integrate all of them and have a unified strategy which is effective?

Intrinsic Media’s process:

Well here’s how we do it. The first thing we do is position the company website to be the home of everything that the company does. This is vital in a digital-dependent world where the Internet is increasingly being used as a means of communication and research. Furthermore, more and more companies are coming to realise that they are being found by potential clients and partners through the Internet and the Internet is also increasingly being used by companies as a tool to communicate with current clients, partners, employees and so on.

The company website is also ideally the place where all information is held and the track-back point for all forms of marketing and communication.

Press Releases, Social Media, Advertising, SEO content and Sales Documentation all have the potential to make people want more information. And where will they find it? On the company website of course.

What your online presence says about you inadvertently leads on to what you are saying about yourself through other mediums too. For example, if a company has a strong PR Strategy, but doesn’t have the online content to back it up, journalists who come looking for more details on the company website may lose interest because of the lack of access to information.

Or let’s say your company is strong on face-to-face meetings. In a digital-dependent world, what will people find when they research you before the meeting or after it? And what if your competitor has a stronger online presence and better pricing? You could risk losing the potential client to the competitor who managed their online presence better than you did, even though you initiated the meeting and laid the ground work.

New Company content structure

Intrinsic Media therefore manages the content generation from conceptualisation to its publication and distribution through different channels, working closely with the client to ensure the content accurately reflects who they are.

This content is generally placed on the company website first and then distributed through the various channels like PR, Social Media, Newsletters and so on with the goal of always trying to bring people back to the company website.

The advantage of this is that it (a) improves SEO rankings, meaning the company is more likely to be found through search; and (b) creates a powerful resource for the companies’ employees to extend their reach into the marketplace.

Making Content Work For You:

Here’s an example. A company finds a supplier through one of any number of channels (brochure, advert, news story form a press release etc.) and they call up the supplier who sends a sales person to see the potential new client. The sales person explains the business and leaves some generic information behind.

When they leave the potential new client hops onto the Internet and starts researching based on the new information they have learned. In doing so, they find various suppliers who offer the same service.

The sales person’s visit has therefore equipped the potential client to make a purchasing decision that may not be with the company but with one of its competitors.

However, while the client is researching online, an email comes through from the sales staff thanking them for the meeting and linking in the mail to specific product information, news stories and case studies from the company website.

This assists in solidifying the company’s message and highlighting to the potential client the competitive advantage it has and why it is preferred by many clients over its competitors.

The website is therefore not only being used as an integrated business tool within the sales cycle, but the process is drawing traffic from users who are generally interested in the companies’ business.

Intrinsic Media assists companies with generating all those different pieces of content used in the scenario – from the marketing or PR material to the sales documentation and finally to the content on the company website.

And because content generation is centralised it is often reused or minor modifications are made to the copy without it having to be rewritten for the channel it is going to be used in.

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