Distinction Content Marketing

Are you a cut above?

Digital and social media is a landscape littered with an incredible amount of garbage. It is a world where thoughtful content, insightful ideas and honest communication struggle to find a home.

It is a difficult world for the quality-focused business or organization to navigate. Without really intending to, some fall into many of the habits that their lesser counterparts employ, such as:

Photo by ROBIN WORRALL on Unsplash

  • Click bait: salacious content with the sole purpose of getting someone to click the link and arrive at a specific landing page
  • Direct, maybe even deceptive, sales pitches on social media: “10% off today only” or “come buy our new and improved widget”
  • Inane, self-serving content – any content – just to keep the social media channel fresh and make them look good (corporate bumph is a popular choice such as “we just won an award” or “great dinner with the Minister of Finance last night”)
  • The storm: keep the posts flying with any of the above

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What Might Have Been: Project Communications Part 2

In this follow-up to Economic Development Communications 101: How to Effectively Communicate Your Project to Your Audiences, we take a closer look at some of the biggest risks to project communications.

Wind turbine against clear blue skyRenewable energy projects that weren’t built. Much needed power plants that never came online. Improved food production stopped in its tracks. Vaccinations that were never administered. All of these are examples of how extremely competent subject matter experts and leaders of technical industries had the carpet yanked out from under them because of poor or absent communication and public engagement.

You can also see it at play on a smaller scale within organizations when new projects or initiatives are derailed because staff, customers, stakeholders or the public were not engaged in the process.

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Who do you prove yourself to be?

A tradition is only a tradition if you keep on doing it.

Mars spacecraftThe “way the world works” only works that way if everyone agrees that’s the way it does. “Playing the game” is only effective if everyone agrees that’s how the game is played.

This is all self-evident but it comes with a proviso. It is unwise to keep using the same traditions, ways and games long after the context in which they operate changes in fundamental ways.

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