publish content on an online community ‘Content is king’ is one of those platitudes that I am tired of hearing, especially given that it is not necessarily true. While GOOD content can be king, bad content can actually damage your brand. Research reported by Julie Dietz in Socious, highlights that where content is published also […]

publish content on an online community ‘Content is king’ is one of those platitudes that I am tired of hearing, especially given that it is not necessarily true. While GOOD content can be king, bad content can actually damage your brand. Research reported by Julie Dietz in Socious, highlights that where content is published also makes a real difference. Dietz reported that 80% of customers surveyed reported that authentic content influences their purchase decision, and that content was most likely to be successful when published on an online community. Dietz noted that – ‘Your online community provides a secure platform where your company can publish content for every stage of the buyer’s journey’ Dietz goes on to note that – ‘For your customers, authentic content is usually created by other people, not your company’. The facts are: ‘Authentic’ content is more likely to influence purchase behaviour than ‘inauthentic’ content ‘Authentic’…