1) Everything is content.
Let's face it, you're so close to your brand that you may miss some amazing content opportunities... but relax... here's how you will never miss anything ever again. Just remember 'everything is content'. Whether you're a B2B or B2C, the stuff you do, the hallways you walk, the people you work with, the emotions you feel, the challenges you face are ALL RELATE-ABLE BY SOMEONE. Sorry for yelling. Tell those stories. Snap a photo, write a blog entry, take a video. I promise you, great content opportunities completely surround you at this very moment. The skill - which can be taught - is to recognize that everything is content and content is all around you.
As a life long Marketer I was always searching for that unique thing that would put my brand over the top. It hit me one day that I was surrounded by these things. In fact, the 'things' were endless and limitless, and through technology we can tell every single story we have. We just have to start.
2) Tools In Your Tool Belt
Are you part of a staff of hundreds whose sole purpose is to build content? Didn't think so! It's probably just you, am I right? Okay, maybe you and some others all chipping in to build up your social channels with relevant material. Marketing Mangers and Digital Marketers (like that's two different things now-a-days, right?) joining forces with Social Media Managers and Community Managers all for the greater good. Now, who does what? Core strengths I look for - beyond a person being awesome - are:
- Social Channel Know How: I know that could mean many different things, but some brand experience is always best for me. Just because you have have a personal FB account does not qualify for anything. Well you may be qualified to be someones' friend, but that's about it. Add Me. lol.).
- Skill in video creation, editing video, and Photoshop.
- The actual equipment to do each of the points in (b)
- Ability to hold a conversation. I'm not joking.
- Live the mantra that 'Everything Is Content' and have no fear to capture that content.
3) Document What Your Competition Doesn't (Or just do it better)
Here's an experiment Go to your competition's YouTube channel. Probably some cool stuff there. Most companies (if they even have a YouTube channel) put what they would consider the 'gold' up. Most stuff is highly produced, maybe even 'production house' produced. Don't be afraid of stripping it down. (Note: I am not saying you should strip) Customers, fans, clients, employees can live with a shaky video if the content is great. Show your stuff. Show what goes on in your world. I always like to think of video as a show. Like TV shows, even if it's 30 seconds long. YouTube is just one place. There are many places where you content can live. Is your business in these places? What type of content are you putting there? What type of content is your competition putting there? Something you see everywhere now is "Behind The Scenes" content. Is yours better than theirs?
4) Swing Away!
Hit Homeruns! and Triples, and Doubles, and Singles, and Bunts, and Fouls, and just about everything else. Let's be real... If you try and hit a homerun every single time, you may strike out more than often. But that is totally okay. Not every piece of content is going to get those shares or likes or comments that you're hoping for. Just be consistent and pay attention to what is getting traction, where it's getting traction, and when it's getting traction. Your content plan should be super easy to build next year. if you pay attention this year.
5) What's Your Plan?
I've always thought that "Awesome Stuff Gets Shared", but that just doesn't cut it in a boardroom. A plan is needed. A long term strategic plan with a tactical and itemized slant is my choice. Did that sound too corporate? Whatevs. But here's the good news: Building a plan should be super simple. Ideas are the easy part; proper execution of ideas is the hard part. Also the beauty of a Content Plan in this day and age is that it can change tomorrow. Technology changes and evolves everyday, so should you and your plan.
Hope that makes sense. As always, any thoughts or opinions on the post are greatly appreciated. I'm JonSinden on Twitter and I always enjoy feedback.