Errand
Medium
The medium is the channel used to communicate your marketing message. Most messages are cross-media And that is good. After all, with cross-media deployment, the following applies: 1 + 1 = 3. The mediums mutually reinforce each other.
Unfortunately, cross-media communication within organizations proves to be a challenge. Teams often have their own targets. These targets are often the center of decision-making. The higher promotional goal is therefore snowed under. "We only concern ourselves with social/campaigns/branding/online..." is a statement I literally hear teams say.
Of course: it is difficult to unite goals such as: "Our company stands for values X and Y" and "20 percent more conversion on product A and B". But if you succeed, you will make enormous leaps. So step away from team targets and focus on the KPIs that you formulate together as a company.
Form
Form indicates whether you choose a text, image, canada telegram data video, infographic, game, tool or other form of content within your expression. Usually, a combination of forms applies. That combination must match the medium and the goal of your message. Here again, an important point of attention: the form must not become a goal in itself.
Suppose your team manager shouts: “We’re not doing anything with gamification yet . We’re going to focus on that.” The form has then become the goal. Carefully formulated KPIs are suddenly pushed aside. The effect of your campaign is marginalized. So make sure that forms are functional, but don’t become a goal in themselves.
Quality
Many organisations use a corporate identity manual or style guide. In itself, it is good to anchor the quality. However, style guides are often concise. They say something about style, presentation and appearance. But they lack other basic aspects that can influence the quality, such as structure, composition and content.
To assess the quality of my content, I always use the CCC model by Jan Renkema, Professor of Text Quality at Tilburg University. This model was created to assess the quality of a text, but you can also use it to assess videos, infographics and other content.