I think a lot about content creation. All marketers do. All marketers have always thought about words and images that connect with consumers- whether on a package or on TV or on the side of a horse drawn buggy.
But the absolutely ferocious, voracious need for content that brands have in the 21st century is mind- blowing!
Great content drives engagement and ultimately sales. We need it. We need a lot of it. and in the typical manner, when a need hits the spotlight, brands are rushing willy-nilly to fill that void, sometimes at the expense of strategy and organization.
Let me give an example. Brand A embarks on a website redesign with a need for blog posts, video and some How-To’s or recipes. Brand A reaches out to everyone with a keyboard or camera and some skill in their network – bloggers, interns, employees, etc… and request content. Content of varying quality starts pouring in.
The streams of content, much of it time sensitive, gets uploaded to the website, blog, and social media channels haphazardly tagged and barely indexed. Some have typos. Content is written in a variety of different voices…only some of them the brand’s. Those closest to the brand struggle to take off their “sales person hat” in their writing. Very little of the content is repurposed.
Let me suggest a smarter way. Content development, like any marketing initiative should have a strategic focus. Take the time to develop a plan and execute it slowly. Great content written by professional content writers with the knowledge of keywords and some HTML goes a long way. With an understanding of the value of backlinks, search, how to edit a video for YouTube, what photos work best on Intsagram and how to use consumer networks to promote a post, great content creators develop end product that can be used in a multitude of ways- on blog posts and Facebook, as pins and tweets and discussed and promoted through brand advocates. Higher quality content, executed flawlessly goes further…less is more.
Building a content program that includes all of the various types working together under one theme goes even further. I’ve found the greatest success for my clients working from an editorial calendar to develop video, photo and written content around a theme, then repurposing it in creative and interesting ways across social media network while integrating it into marketing plans.
The framework is the key, but not the end all, because speed and timeliness makes a difference too. Editorial calendars in the digital world need to be flexible and strategic opportunities need to be exploited, so while I advocate a framework, I encourage flexibility. A professional content creation program requires a bit of art and a bit of science and a long term goal. Doesn’t everything?