Copyright: Kevin Lancashire, Digital communications enthusiast, Switzerland
Planning content across owned and earned media in a non-concerted way is inefficient and not effective. Often consistent messaging across platforms is ditched in favor of “siloed” storytelling. The downside: redundancies, less reach, not on-message, no (shared) measurement.
However, a holistic, more agile and collaborative approach to editorial planning gains foothold. E.g. regional editions Financial Times.
Is the old way of planning content in silos is losing grip in your company?
