I see today’s web as a vast chicken yard where it’s hard for some to speak up with all the roosters screaming all day long. A web that operates on an endless array of communication and marketing codes, all rooted in the same place. Public statements often look like verbal jousts where showing off takes precedence over the actual interests of the audience.

Amidst all this noise, is there a possibility for a company like yours, secluded in its daily routine and not paying much attention to the theater playing out in front of it, to communicate effectively and sustainably?

Speaking up is the beginning of existence.

I firmly believe that to make your mark on the web, you must be able to speak up. Easier said than done in your case, and I understand that. But you too must realize that as long as you remain silent, you will not progress.

Yet, you have the expertise, the opinions, and the personalities to voice your thoughts according to your own codes. I’m convinced of it, and you should be too.

Remaining silent – that is, by continuing not to produce content – pushes you away from the visibility you crave. Silence won’t allow you to grow. Your credibility will remain at an all-time low in public opinion, as will the perception of your authority.

You can have the most extensive experience and expertise in your field. But if you don’t express it on the web through content that reflects who you are, you will remain stagnant.

Speaking out to share one’s culture

By voicing your thoughts on the web, you assert your identity to your audience. You are no longer a mere business, cold and distant. On the contrary, you create a connection with your audience and strengthen this bond by highlighting messages, I would say, of a personal nature.

But not intimate, the distinction is crucial.

Furthermore, you craft an image of a cultural representative. A culture that naturally stems from your business, through its history, its teams, its partners, its products, its worldview, its market vision, and so on. Your communication scope is limited only by the boundaries you set for yourself. I concede that this statement might seem pretentious to you, but it remains no less true.

In Practice

In practice, speaking out first and foremost means reflecting on your own identity:

• How long has your company been in existence?
• What significant events have shaped it?
• Who are the women and men within your company?
• What values does it convey?
• What are your company’s aspirations?

I’m only providing a small sample of the numerous questions you would benefit from taking the time to answer.

The narrative you present on the web is merely a reflection of your discourse in reality. It must make sense for you and your public. It must be driven by a conscious purpose. There’s no faking it in this game. The more perspective you have on what you represent, the better positioned you’ll be to share your ideas with those who want to hear them.