Centralising content generation

The centralising of content generation is important in a digital-dependent world where the Internet is increasingly being used as a means of communication and research.

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.

In order to tell you why Intrinsic Media specialises in content generation, allow us to unpack the phases of the Internet has gone through and the impact of online evolution.

The first phase was about getting online – merely having a presence.

The second phase was about improving development – having a site that looked good and many companies started implementing business enabling software through an online context.

The third phase was about connecting – the explosion of social media and blogging.

Let’s pause here to zoom in on this phase and the ramifications of its development. Blogging and social media made technology accessible to everyone. WordPress (along with other free content management systems) and Facebook have revolutionised the Internet because they have made self-publishing ubiquitous.

Almost anyone can come to grips with hosting their own WordPress blog and master the basic skills of creating a website. And even if that’s too complicated, a Facebook Fan Page can be created and maintained with no web development skills whatsoever. This means that anyone can publish online.

At the same time, Google has been making radical changes to its Search Engine Optimisation (SEO) algorithms in its unending quest to help people find what they are looking for.

This brings us into the fourth phase of the Internet – content is king.

By giving everyone the ability to self publish and with search engines all striving for the goal of the holy grail of the Internet – accurate SEO – companies and individuals have all woken up to the fact that they have to have the right content on the Internet to a) accurately portray who they are and what they do and b) have more chance of being found.

These two points are encapsulated in the term online reputation management. What does your website, facebook fan page, twitter account, Linked-in account say about what or who you are. And will people looking for you chose to engage you or listen to you based on what they see online or not?

The conundrum of 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 coming looking for information may lose interest because of the lack of access to information.

Or let’s say your company is strong on face-to-face meetings? But 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 risk losing the potential client to a competitor who managed their online presence better than you did, even though you initiated the meeting.

This leads on to what Intrinsic Media does – basically we manage the content generation from the conceptualisation of content to its publication and distribution through different channels, working close with the client to ensure the content accurately reflects who they are.