Your Content: Good Enough Is No Longer Good Enough
Why isn’t your content, which used to be good enough, no longer good enough? Because the audience for content is maturing and its expectations are rising. Because the number and types of devices used to consume content is growing exponentially, demanding more content than before. And because more content than ever before is already out there, so breaking through the static demands content that is much better than good enough. It must be Tony the Tiger great.
So now you need a lot of content and it must be fabulous. How are you going to get it?
If you haven’t done so yet, you need to look around your own organization to identify people who can help you. Not just your marketing team, but everyone who works with you can bring something to the party. Maybe there is someone who enjoys using Twitter or someone who likes taking pictures or making videos. Let everyone know the topics you would like to highlight and invite submissions.
In each case, you have found someone passionate about something that can help you with your content marketing strategy without overburdening any one person.
Find Sites That Fit
Learn about the various social sites and identify those that fit into your strategy. Be sure to include the rest of your organization by asking your staff to report on those sites they favor and whether they think that site would be an appropriate place for you to be.
Of course, you also want to make sure your customers, existing or potential, are there, too.
Court Your Fans
There have been many examples of people on the street creating quality content that advertises your product better than you ever could because they are passionate about it. You are as well, but in a different way. From these evangelists you get content that speaks directly to how best to use and enjoy your products or services. That is what is most relevant to anyone who searches.
Make Sharing Easy
Those buttons you see on all the websites these days? The ones that invite you to “like” the page, email the page, tweet a link to the page? You need those, too. And it isn’t difficult to place a set of buttons on each page of your site and for each piece of content. If a piece of content resonates with someone, you want them to be able to give it to all their friends. In the process, you will find out what content is relevant and what isn’t.
Don’t forget that your content will probably be viewed on devices other than a computer screen. Make sure the content, whatever it may be, is formatted to work on a mobile device. If you decide to create anything interactive, it must also be compatible with mobile technology.
Now you know some places to go to get all that content created or curated. And you know where to put it and what your consumers would like to be able to do with it. Since you have passionate people in charge of content, that content should be much more than good enough.
It should be G-R-E-A-T!