Top 7 reasons why your company’s communication is failing

By: Lee Porter Saturday October 18, 2014 0 comments

 

By Lee Porter

InnovatioNews Publisher

Content may be king (or queen if you see it that way), but your competitive advantage hinges on your ability to express thought leadership, and your credibility as a subject matter expert depends on the quality and quantity of the content you generate.

Here's why you're failing:
1. No clear storyline
2. Inconsistent internal and external brand messages
3. There's not enough content to matter
4. Your materials sound like an ad, not an addition to the conversation
5. Sporadic communication doesn't build your story, it just makes you look haphazard
6. You fail to give context by including the 10,000-foot-view of the problem you're solving
7. Your editing is sloppy and your voice is inconsistent

 

Is this a problem for you? If it is, you're not alone. The most common problem businesses have today is their inability to keep up with the content needs of today's communication marketplace. Here's why:

1. No clear storyline
If your blogs or stories don't tie into a single theme, you're missing the power of focused communication and messaging. Good content tells a story over time, not just in a single entry.
2. Inconsistent internal and external brand messages
A company-wide content review will tell you how consistent your messaging is. Controlling messaging is key to expressing your brand internally and externally. After all, you need your story to convince a variety of audiences: customers, prospects, investors and employees.
3. There's not enough content to matter
If you haven't done enough, you've failed to pass the "who cares?" mark.
4. Your materials sound like an ad, not an addition to the conversation
Hey, you! Quit talking about yourself! If your blogs/whitepapers/etc. sound like ads, you're guilty of creating marketing materials, not quality, journalistic content. If you don't know the difference, we really need to talk.
5. Sporadic communication doesn't build your story, it just makes you look haphazard
Commit or quit. If you want to be part of the conversation, you can't just throw in a bit here and a bit there. You can bet that your audience recognizes the difference between dabblers and players.
6. You fail to give context by including the 10,000-foot-view of the problem you're solving
Your audience wants to know that you understand your industry and the environment you're working in. Great content informs by giving context to conversation. Meaning is what we're all hungry for--help us understand.
7. Your editing is sloppy and your voice is inconsistent
You need both quantity and quality. And, your messages will be lost without attention to detail in editing and voice. Without clarity, accuracy and veracity, you're just another Internet blowhard.

If you've identified any of these problems in your content/communication strategy, you may be interested in the InnovatioNews Content Garden Project. 

Reach out to InnovatioNews publisher Lee Porter for more information.
Lee Porter
[email protected]
970-481-1584
Lee Porter

About the Author: Lee Porter

Lee Porter is the publisher of InnovatioNews. She has extensive media and marketing experience--local, business and national.