Cisco Creates 'The Network' for Focused Journalism
Christopher DeLuca — June 24, 2011 — Tech
References: newsroom.cisco & psfk
The technology communications heavy-weight Cisco has just launched an innovative platform for journalistic content called 'The Network.' The content focuses on areas that are important to the tech company (tech innovation, social media, business development); however, the company states that the platform will not be an area to highlight specific products.
'The Network' is a unique example of a company that provides the means for disseminating content in the digital age stepping into the creation and distribution of content.
With more Internet users every day, the digital space requires engaging content. This represents a unique opportunity for companies to create content and at the same time speak with their customers. By providing stimulating material online, companies can try to carve out new ways in which their customers can relate to the brand.
Implications - As previously stated, the Internet provides companies with a unique opportunity to communicate with their audience directly; however, if consumers feel as though they are being sold to or manipulated, legitimacy of a company is lost. Thus, companies must ensure that whomsoever is regulating their online presence always maintains the image of a consumer insider.
'The Network' is a unique example of a company that provides the means for disseminating content in the digital age stepping into the creation and distribution of content.
With more Internet users every day, the digital space requires engaging content. This represents a unique opportunity for companies to create content and at the same time speak with their customers. By providing stimulating material online, companies can try to carve out new ways in which their customers can relate to the brand.
Implications - As previously stated, the Internet provides companies with a unique opportunity to communicate with their audience directly; however, if consumers feel as though they are being sold to or manipulated, legitimacy of a company is lost. Thus, companies must ensure that whomsoever is regulating their online presence always maintains the image of a consumer insider.
Trend Themes
1. Digital Journalism Platforms - Companies can leverage digital spaces to create their own journalistic content, leading to higher engagement and positive brand image.
2. Branded Content Creation - By creating content that aligns with their values, companies can establish themselves as thought leaders in their industry.
3. Content Distribution Networks - Creating a network to distribute company content helps streamline communication with customers and build brand loyalty.
Industry Implications
1. Technology - Technology companies can leverage their expertise to create engaging journalistic content for their audience.
2. Media and Publishing - Media companies can create branded content that aligns with their values, establishing themselves as thought leaders in their respective industries.
3. Marketing and Advertising - Marketing agencies can leverage content creation and distribution to build brand loyalty for their clients, ultimately leading to increased customer engagement and revenue.
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