The 2 C’s and the 1 PB

Back in January, Adam Fridman shared his thoughts on regarding communication trends for 2015.1

His first point was a discussion of search engine optimization (SEO), and most anyone in business understands its importance.

The other three he discussed are the ones I want to focus on today, because it is these on which I still educate clients and potential clients seemingly every single day. I like to refer to them as the two C’s and the one PB.


And the thing that is most important about content is getting the most bang for your buck. Quality, well-written, comprehensible and relevant content that is published through an outlet or source that can reach your audience and share your message most efficiently and effectively is paramount.

Knowing the most effective methods for leveraging your content is critical. If you can also strengthen your position as an expert while capturing their attention—all the better.

The point I am trying to make is this—one mention in the Washington Post is more likely to have a greater amount of influence than 10 mentions in your hometown newspaper, unless your audience is strictly a local one.


Credibility is gained with your audience through content that provides them with real reader value. The content you share needs to be specific. The reader needs to understand clearly how knowing you benefits him. No one wants all crust and no filling when they are eating a piece of pie.

smartphone-982562_1920So you have some really great content developed. Awesome…now what do you do with it? After all, your audience has to hear about you at all to even know you exist. Of course, you naturally get it up on your website right away.

But that’s not enough. You also build your credibility as an industry leader through a consistent and actively visible presence all over the Web. Your content needs to be present in all the right places—LinkedIn, Twitter, Facebook, Wikipedia, Yelp, Google+, Foursquare and all the other places your audience is searching for the best versus the rest.


You might be wondering, what does personal branding have to do with effectively delivering my company-wide messages? Let me just say, pretty much everything.

While your HR department has stories to tell about the horrors of posts made by employees on their own personal social media pages, personal postings can actually be advantageous with the proper finesse.

2009-02-04-DSC05656Using these online outlets to promote the leaders within your company can help build visibility and credibility for your company and all it has to offer. If you leverage these resources to position your key staff and leaders as industry experts, your company will take the lead in the industry as well.

One of the best tools you should consider for getting this done is YouTube. If your company doesn’t already have its own channel on YouTube, get one. There’s no better way to spread the message about who you are and what you do.

Video captures the eyes and minds of more of today’s audience than any other outreach method. A content strategist like me can help you shape your presence through this medium and gain traction on the otherwise slippery slope of leveraging your online presence to harness industry attention (and media coverage!).

These trends, and those of which we cannot even yet imagine, are expanding much faster sometimes than we can sufficiently gauge. If you are planning to be a player at the table five years from now, you need to start developing and implementing an effective strategy for the cards you are holding today.

French novelist Marcel Proust said, “The real voyage of discovery consists not in seeking new landscapes but in having new eyes.” I say that open eyes can become bored quite quickly when staring at a barren landscape…be sure to keep your crop of content growing in the fields looking fresh, hearty and vibrant.


1 Fridman, Adam. “Four Communication Trends in 2015.” 25 January 2015. Published by at