“The hard part (in digital) is doing it”
The delightful Lyonnais wisdom of Justin Godard puts it in its own way : « it’s not enough to talk about it, the hard part is doing it ». In another style, business strategy professors provocatively put it this way: « Your ideas are worth nothing ! Your action plan is nothing ! Nothing, without the ability to execute ».
Implementation professionals
On one side as on the other, the principle remains unchanged. And the issue of search engine optimization on the internet is no exception to these maxims. The success of content creation models such as those of the agency Pim-Bim speaks volumes : their advertiser clients choose to outsource part of this production. By applying this publishing discipline to their own site, they constantly improve results in Google searches.
Production, therefore, is often outsourced. Yet all of a company’s teams constitute a rich pool for producing content. Rich because of its diversity : so many professions, responsibilities and different sensitivities that are rarely reflected.
Agencies turn advertisers into media outlets
Now, digital allows everyone to become a broadcaster! And by extension, every organization can do the same if it orchestrates it with its employees.
Ironically, it is in traditional media and within political organizations that external communication is the most codified – often informally – depriving the very creators of the most viewed content of freedom. « Depriving » is a strong word, but smoothing out the expression and having it approved five times before publication… In the end, the message loses some of its representativeness.
An unapologetic media outlet has regularity and punctuality of publication on its side. The objectives pursued are not the same : visibility has a price, that of advertising… Let’s bring back the provocative professor: « Price is not the product ! Price is the demand for the product ! » Becoming a media outlet, therefore, also means taking back control of bargaining power with broadcasters. Agencies enable their clients to acquire this power.
Tools to stay in control
Mobilizing employees as a host of creative minds ; producing your own authentic content ; distributing it yourself regularly like the appointments a traditional media outlet offers us… « It’s not enough to talk about it ! » but now we have the recipe « to do it ».
This is also the type of advice that Webmecanik shares with its partner agencies. Our marketing automation solution enables content to be delivered to the people who request it. « the right message, at the right time ».
Combined with best practices aimed at optimizing SEO, we put the « vehicle » in the hands of digital managers. The tool with which they personalize and nurture the relationship initiated with online communities.
