For the past four years, the associated companies tmf dialogue marketing and piranha content & pr have produced dynamic content (articles and picture posts) for their clients on multiple digital channels – mainly in the fields of MICE and tourism. By using different tools in an intelligent communication system, relevant web sources can be identified and filtered in an easy and efficient way. The curated news and information get transformed into exciting and informative stories which then get distributed into websites, newsrooms and social channels & networks, are e-mailed and get transmitted to press and media on different media channels.
The team of tmf and piranha not only produces such content regularly but also reviews which articles are read and which topics are most successful on which channels. They also track if the selected content actually reaches the right target groups and constantly develop better solutions for a more efficient integrated communication.
Here are the seven most significant findings of this monitoring process:
1) If you want to successfully edit content and communicate digitally, it is necessary to build up authority and get accepted as an expert within the community or the target group you write for. This recognition can only be achieved by publishing relevant news and stories on different channels and on a regular basis. Patience is needed – this kind of expertise can’t be built up in only two weeks.
2) Tag your articles with the right key words to be found easily by readers in contexts they are interested in. This is also crucial for google & co rankings and SEM.
3) Articles must include links. That way, readers receive more information about the topic with only few clicks. Please note however: too many links rather cause readers getting lost in the maze of information and the main statement of the content vanishes.
4) Articles on the same website/newsroom should get linked in a sensible way to create topical clusters and increase click rates. In the same way, social media and digital channels like twitter, youtube and newsletters should get interconnected. The reader is thus guided from one channel to another.
5) Short articles with focussed information and at least one picture are more likely to get read than long flow text.
6) Web articles should include notes about sources and editor as well as contact details of the editor or the company that he/she was writing for. The reader wants to know where all the information was taken from and where he/she can read more about a topic.
7) Texts must provide added value to the reader, such as new information and inspiring stories in context with the topic. According to monitoring done by tmf and piranha, interviews, rankings, “best of” lists (“Best three restaurants in Budapest”, “Five historical venues in…“), general industry news, reports about authentic experiences made by buddies (tmf eventscouts) as well as announcements and invitations are favourite topics among tmf/piranha readers.
As an example for integrated communication, please see the multi-channel environment used by tmf and piranha.
Your contact at tmf and piranha:
Head of Content & PR
0931 9002 110