B2B and B2C communications are rapidly evolving. Credible content is becoming king.
At least that’s what the stats from tracking Ethical Corporation’s marketing show us.
It is also what B2C marketing experts are increasingly saying.
The idea is, simply put, that you don’t sell your product or message by just pushing it out there in a direct way to a mass audience.
Instead, you feed interesting, credible messages, views, debates and articles to your audience and segment them based on their preferences.
Journalists might like issue briefs with third party comment. Consumers might like Facebook or Twitter.
Business customers might like a specific data feed from your reporting website or intranet.
The next step is to give them more of what they like, and weave in product or message marketing.
All the while making sure what you push out to readers or customers is in some way useful or interesting to them.
If you buy into this idea, you can see how it’s relevant to corporate responsibility communications.
Gone are the days when you should produce a sustainability report and send it out.
We know that no-one reads them.
Modern CR communications are now about producing a core product or document (your CR report), and tailoring specific communications to different audiences based upon it.
Companies that do this well are starting to see the benefits.
Better media coverage, more engaged stakeholders, employees that begin to buy in to communications aimed specifically at them.
So if you agree that communication is becoming content-led, here’s 30 tips on ‘content marketing’ that might be useful to help plan how your firm can and should communicate, on sustainability or otherwise.