While this post will not be new news for many people, it may help to clarify this topic for some.

Organisations traditionally would rely on external, traditional media for their exposure. While this is and always will be important, particularly for smaller organisations that don’t have the depth and reach of larger ones, managing your own media is just as crucial moving forward, given the tools that are available to us all. It certainly takes time and resources, however, the number and nature of tools available to reach a far wider audience, yet engage in such a personal manner, has never been more possible. 

In the same way, content creation shares a similar reality. Producing and publishing content, while it does require resources, has never been easier, quicker and at such high quality, and has never been more critical. Strategically planning for how media content is created and managed is an element of business where thought needs to be dedicated to, especially given the power we all have on current publishing platforms.

Like all resources, whether your organisation is for profit or not for profit, media content should be leveraged in every way possible to maximise its benefit, both in the short and long term.