Content: The long and short of it
Based on my experience with social content/community management, I see content strategy structured by 2 types. Proper content strategy requires a lot of work to get right.
While storytelling is important, I feel that increasingly CONTEXT is king, which means our content needs to be in real-time, relevant and on brand.
We need to gain context by listening, preparing for historical and seasonal patterns as well as making a few educated predictions.
Short-term
Campaign or activation bursts, opportunistic and real-time. High engagement but costly to sustain.
Tools like Percolate are able to identify with algorithms on what is ‘trending’ and come up with ideas to join in the conversations for a short while.
Long-term
Building brand equity and personality through a sustained tone of voice with a more stretched out quality and engaging content calendar. More of a slow burn, but I would say more effective in the long run.
Solutions like Radar would be able to identify the most relevant gaps so we can join in the conversations appropriately. A community manager (such as from Crowdsauce) is also crucial as she/he is able to detect trends, patterns and community needs specific to the brand, of which the brand content is then tailored towards continuously from start to finish. For example, building a mothers sharing portal for a brand and sharing/managing mums.
While storytelling is important, I feel that increasingly CONTEXT is king, which means our content needs to be in real-time, relevant and on brand.
We need to gain context by listening, preparing for historical and seasonal patterns as well as making a few educated predictions.
Short-term
Campaign or activation bursts, opportunistic and real-time. High engagement but costly to sustain.
Tools like Percolate are able to identify with algorithms on what is ‘trending’ and come up with ideas to join in the conversations for a short while.
 |
| Source: http://mimiandeunice.com/2010/11/30/not-a-good-idea/ |
Long-term
Building brand equity and personality through a sustained tone of voice with a more stretched out quality and engaging content calendar. More of a slow burn, but I would say more effective in the long run.
Solutions like Radar would be able to identify the most relevant gaps so we can join in the conversations appropriately. A community manager (such as from Crowdsauce) is also crucial as she/he is able to detect trends, patterns and community needs specific to the brand, of which the brand content is then tailored towards continuously from start to finish. For example, building a mothers sharing portal for a brand and sharing/managing mums.
Comments
Post a Comment