I’ve spent the past 2 weeks running a series of training courses on Marketing Communications and the hottest topic of discussion was ‘Content’ – what it is, how to keep it fresh, how to manage it. We never had to deal with Content in pre-internet, days – the term didn’t exist. We simply had to create ads and try to avoid getting kicked out of Tesco. But it occupies everyone nowadays and simply keeping up to date with technological change is a big challenge facing marketers, let alone deciding what to say.
The example I often use to illustrate great content management is Waitrose TV, which features regularly updated videos of lovely food recipes which you can find on their Youtube Channel. Now, I have to declare an interest here, as my talented sister Silvana makes regular appearances with her wonderful recipes. For example. If you’re looking to create some Valentine’s Day treats (bit late, I know) – click here.
It’s no surprise that Waitrose is going from strength to strength. Everything they do seems to be spot on – from their advertising, through to their customer service, their product range and of course their inspirational (and free) recipe advice. In recent times, they’ve not put a foot wrong.