Here’s a question you have to ask yourself as a marketer:
Is my company a content publisher or a content distributer?
The reason you need to ask yourself this question is it will determine the direction of your online content strategy. To clarify what I mean by publisher vs. distributer, here’s my basic definition.
Content Publishing: Producing web content such as video, podcasts, and blog posts that are original and made to be either entertaining or thought pieces.
Content Distribution: The sharing of content found on the internet or elsewhere that was created by outside individuals and is aggregated through your company’s blog, twitter feed, facebook fan page, or other broadcast medium.
The reason you need to think in these terms is it will help you identify who will be posting content and how that content will be generated. And based on the content you provide, people will look to your company as either a thought leader, an innovator, or a creator based on how they perceive your position on the scale of publisher to distributer.