Content Generation

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With Freej in mind, I find Inspiring Local Content, the theme of this year?s Arab Media Outlook (2009-2013), recently released by Dubai Press Club and Value Partners, extremely revealing. In this part of the world, local content has often come under fire for what some see as its failure to synthesise indigenous moral traditions and state-of-the-art production practices.

In many ways, the Arab Media Outlook, with its thorough statistical accounts, is a precious addition to our scarce knowledge about an evolving Arab communications landscape. But beyond the lessons that numbers reveal, another facet of local content deserves to be considered: quality. This won?t be achieved through total content indigenisation, but rather through the institution of a Freej-style ethos in our production culture: act local and think global. Local content must be more than ?filler? for multiplying media slots. It should be a subtle articulation of the nation?s identity through a global medium.

It is true that the proliferation of satellite television, the internet, and mobile telephony has enhanced our communications capacities across space and time. But as noted by one of the panelists at the Arab Media Outlook launch, we have realised that our ability to generate appropriate content is outpaced by the way technology advances. With over 600 operational satellite channels in the region, content producers find it extremely difficult to meet round-the-clock demands for high-quality programming. The most convenient remedy to this situation has been to fill in television time, even with total rubbish, just to keep transmissions running.

Full Story: Local media that's not globally relevant won't do - National

The senior editor will be an integral part of developing and executing on both properties’ growth strategies to become the most comprehensive resource for the telecom/IT channel community.

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The new feature for Google real-time is likely to appeal to a significant number of users and subsequently help make the fledgling feature more attractive in terms of search engine marketing investment. Real-time and social search features have rapidly expanded over the past year and is one of the key areas of competition between Google and Microsoft’s Bing search engine.

Critically though, the new Google feature will incorporate Facebook Pages, not the public status updates of individual users. Given that Pages are widely used to promote services, brands, events, products and organisations, the new real-time indexing is more akin to expanding search engine marketing on Google real-time rather than its direct appeal to social media users.

Since there are more than 3 million active Pages with more than 5.3 billion fans on the social network this could be a significant addition to the deal between Google and Facebook. According to the Facebook press office, more than 20 million people become fans of Pages each day; appearing Google search is certain to extend the reach of this type of marketing.

Full Story: Real-time search on Google incorporates Facebook updates - Vertical Leap News (press release)

What is content marketing?  Joe Pulizzi, co-author of Get Content. Get Customers ., defines it this way:  “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood audience – with the objective of driving profitable customer action.”  The basic idea behind content marketing is to create content that speaks directly to the issues and challenges that potential buyers are facing, and thus provide those buyers a compelling reason to engage with the selling organization.

Content marketing has become a critical discipline because today’s B2B buyers are researching buying decisions independently, and they are delaying conversations with salespeople until much later in the buying cycle.  If your company doesn’t provide useful and compelling content, potential buyers will simply find it somewhere else.

To understand the importance of content marketing, think of your marketing and sales activities as being part of a process that must in itself create value for customers.  In other words, treat the marketing and sales process as if it is another service that you provide.

Full Story: Why Marketing Content Matters More Than Ever - Print CEO