{"id":70171,"date":"2016-07-26T13:34:16","date_gmt":"2016-07-26T12:34:16","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/corporate-businesses-becoming-publishers\/"},"modified":"2025-03-07T17:27:23","modified_gmt":"2025-03-07T17:27:23","slug":"corporate-businesses-becoming-publishers","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/corporate-businesses-becoming-publishers\/","title":{"rendered":"Why corporate businesses are \u2013 or should be \u2013 becoming publishers"},"content":{"rendered":"<p>It was smiles all round at Stratton Craig earlier this week as we read <a href=\"https:\/\/contently.com\/strategist\/2016\/07\/22\/why-cisco-hiring-200-content-marketers\/\">Contently.com\u2019s article<\/a> about why Cisco Systems is hiring 200 content marketers. That\u2019s a puzzling development for a company that makes networking equipment, surely?<br \/>\nNot so much. We\u2019re not surprised, and that\u2019s because we understand how Joe Public is using the very technology made possible by Cisco\u2019s products.<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-19599\" src=\"https:\/\/www.strattoncraig.com\/wp-content\/uploads\/2016\/07\/white-tailed-eagle-416795-300x169.jpg\" alt=\"white-tailed-eagle-416795\" width=\"300\" height=\"169\" \/><br \/>\n<strong>What\u2019s the thinking?<\/strong><br \/>\nEvery second post you see on LinkedIn or Facebook is a piece of shareable content offering bite-sized nuggets of wisdom. A \u201810 ways to\u2026\u2019 here, a witty infographic there. The ones that really fly are easy-to-digest, entertainingly written and short enough to read between tube stops or conference calls.<br \/>\nSo can brands imitate the success of businesses like BuzzFeed by publishing similar articles on their own website?<br \/>\n<strong>Why now?<\/strong><br \/>\nJoe Pulizzi of the Content Marketing Institute summarises the marketing dilemma of the modern world:<br \/>\n&#8220;Your customers don&#8217;t care about you, your products, or your services. They care about themselves, their wants and their needs.&#8221;<br \/>\nSo the key statistic from Contently\u2019s article \u2013 that Cisco\u2019s content mix will be 80% editorial and 20% advertorial \u2013 is logical. In 2016 we can fast-forward through adverts, block pop-ups, and have become immune to banner ads when reading articles online. So the article needs to be the advert.<br \/>\n<strong>Change begins with a whisper<\/strong><br \/>\nBut nobody would willingly read an advert unless it was genuinely useful or solved a problem. Even then, nobody likes being sold to \u2013 how many times have you entered a shop, interested in a product, to then run away from a staff member who approaches and offers their help?<br \/>\nThe same principle applies online. Selling messages need to be subliminal. It\u2019s the art of coaxing your target customers towards the \u2018right\u2019 conclusions about your brand of their own accord.<br \/>\nAchieving this takes a lightness of touch. And, most importantly, the right kind of content.<br \/>\n<strong>What makes the right content?<\/strong><br \/>\nFor Cisco, which operates almost entirely in the corporate world, the right content is the content that gets seen by the most decision makers. Many key influencers and decision makers use social media to present a version of themselves for others to see. That version might be insightful, creative, funny, or a combination of these. The things they share dovetail with what they self-publish to reinforce their online persona.<br \/>\nIf you create content that fits this brief, you\u2019re in business.<br \/>\n<strong>So I should get started making a viral video, right?<\/strong><br \/>\nNope. <a href=\"https:\/\/contently.com\/wp-content\/uploads\/2016\/07\/Screen_Shot_2016-07-20_at_7.17.38_PM.png?1469056788\">This twelve-month content analysis of Cisco.com<\/a> shows which content gets the most shares. Videos are bottom of the list. It\u2019s nigh-on impossible to create a viral video; they are a law unto themselves.<br \/>\nThe things that get the most traction \u2013 even for a corporate player like Cisco \u2013 are snackable written articles: listicles, and those that start with \u2018Why\u2019 and \u2018What\u2019. Notice how we\u2019ve done the same with this article?<br \/>\nWhatever industry your business operates in, think about your target customer and how your business can solve the problems they face. Imagine what these decision makers would tell their contacts about to seem more insightful, creative or funny. Write that. And if you can\u2019t, employ some writers who can.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It was smiles all round at Stratton Craig earlier this week as we read Contently.com\u2019s article about why Cisco Systems is hiring 200 content marketers. That\u2019s a puzzling development for a company that makes networking equipment, surely? Not so much. We\u2019re not surprised, and that\u2019s because we understand how Joe Public is using the very [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[305],"tags":[603,454,565],"class_list":["post-70171","post","type-post","status-publish","format-standard","hentry","category-content-strategy-us","tag-cisco-us","tag-content-us","tag-marketing-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why corporate companies become-or should be publishers<\/title>\n<meta name=\"description\" content=\"Every second post you see on LinkedIn or Facebook is a piece of shareable content offering bite-sized nuggets of wisdom.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/corporate-businesses-becoming-publishers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why corporate companies become-or should be publishers\" \/>\n<meta property=\"og:description\" content=\"Every second post you see on LinkedIn or Facebook is a piece of shareable content offering bite-sized nuggets of wisdom.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.strattoncraig.com\/us\/insight\/corporate-businesses-becoming-publishers\/\" \/>\n<meta property=\"og:site_name\" content=\"Stratton Craig - Global Copywriting &amp; 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