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Content Marketing: How Cision’s Vision and Values can translate to a successful brand strategy

Last year, Cision internally launched a new Vision and Values for our company. Much like a mission statement, there are five total: work passionately, value people, drive innovation, communicate openly, and be accountable. While I’m sure our HR team didn’t have Content Marketing in mind when they were dreamt up – keeping these five values in mind can contribute to a successful Content Marketing Strategy for any brand.

12-CO-0135_other_Vision and Values Lobby Art

Work passionately

Consistently creating interesting content isn’t easy. Stay current with latest trends in your industry and make sure you are thinking outside of the box when it comes to creating new articles and information to share with your audience. Work diligently to build an internal team of creative minds to support each other when writer’s block sets in or if you’re looking for inspiration.

Value people

Think about your customers and followers before you create another piece of content. What are they looking for from your brand? Become a thought leader in your industry by creating or curating articles that your audience is going to want to consume and potentially share with their networks. Think less about promoting your brand and more about creating engaging content.

Drive innovation

By taking risks in your campaigns, you might just find a better way of doing things. What type of native advertising would allow for easiest consumption? Do you really need to write another lengthy whitepaper or would a quick 60 second video do it justice? Don’t be afraid take old content, update it and re-purpose it in another way to your customers.

Communicate openly

Share ideas, opinions and information honestly and transparently with your audience and with your team internally. Think BP.  “Like it or not, making amends for the Gulf of Mexico disaster has become an integral part of the company’s brand story. Across every marketing and advertising asset it owns, BP is contributing to the ongoing reconstruction narrative — and is doing it well using short, positive vignettes that build the bigger story.”

Be accountable

If you make mistakes, respond with urgency to customers who take the time to comment on or share your posts with others, especially if it’s negative. And for those who compliment your work, don’t forget to thank them!  Be accountable for everything you do, but never be afraid to try new things. In the words of Michael Jordan (who celebrated his 50th birthday this week) “I’ve failed over and over and over again in my life and that is why I succeed.”

What recommendations do you have for PR and marketing professionals who are starting to dip their toe into Content Marketing?

About Laurie Mahoney

Laurie Mahoney is the Director of Product Marketing at Cision. She is a regular contributor to Cision Blog mainly focusing on topics like content marketing, social media and SEO. Laurie is a Chicagoan now, but spent her earlier days in the South where she attended the University of Georgia. She has a weakness for good TV, sushi and anything that mentions “salted caramel” in the name. You can find her on Twitter @channermahoney.

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