I’d like to suggest that part of the solution is content strategy. Content strategy does not replace the important roles of PR and interactive marketing but, rather, aligns them. Our communications are largely expressed through digital content. Social media is one of many types of content. A content strategy aligns social media, editorial content, sales content, user generated content, product content, and more.

The web is even more than a communication channel. The entire customer experience happens on the web–such as the product research, the decision to buy, the transaction, and the support. The content for each step of that experience needs to adjust to the context while reflecting the core brand. That is hard, and most companies do not do it well. Then bring in multiple channels like mobile, kiosks, and IVRs. Oy.

As you suggest, organizational silos make things messier. Companies will not overcome them without guidance in their processes. In my experience, most PR and interactive marketing approaches are weak when it comes to sustainable process. They’re responding to a particular moment, such as a crisis or a campaign. Content strategy offers a process that forces companies to cross silos.

Looking forward to your future posts and what you think about content strategy fitting into the mix.

An interesting post by a bloger made me ……