Content (and let’s not forget context) is king, so they say, which means you need a game plan to keep pace with your opponent, er, competition. Here are a few excerpts from our content playbook, to help ensure that you’ll be on the offensive, not the defensive, throughout the year.
Play No. 1: Be relevant
Think about it. If a football coach were to give a locker room speech encouraging his players to slam-dunk and hit three-pointers, would they quickly zone out? Of course they would.
The same can be applied to content. You’ve not only got to be relevant, you need to provide the reader with some valid take-aways.
Whatever you do, avoid a fumble here. If you regularly post content that’s not remotely related to your line of business — or your followers’ interests — your content will eventually be ignored. Or worse, you’ll cause a turnover: Your followers will start following your competitors instead.
Play No. 2: Be timely
Timing is everything in football. It’s also important in terms of content and content marketing. You’ve got to keep on top of what’s trending in the news and in social media. That way, you can capitalize on trending topics by tying in your content in some way. The hashtag is your new best friend.
This concept, known in some circles as newsjacking, is not new. Public relations professionals have been doing this for decades because, in short, it works.
Miss the snap, however, and the play is over.
Play No. 3: Be consistent (but not predictable)
You’ve got to get in the game. By consistency, I mean you need to post content on a regular basis. If you post only sporadically, your followers will assume there’s nothing new on your social media sites and you’ll disappear from their radar screens.
But you don’t want everyone reading your passes, either. You DO want them reading your content. If you simply copy/paste your content from one social media site to another, you’ll lose in the long run. Define a strategy for each social media outlet (Twitter, Facebook, LinkedIn, etc.), then develop content that builds upon that strategy.
Play No. 4: Be sure to pass
That is, hand off quality content to your colleagues via social media. In the world of social media, sharing is caring.
You want others to share your content on various social media networks, so it behooves you to return the favor. However, you’re not doing yourself (or the originator of the content) any favors if you’re sharing just for the sake of sharing. Share relevant content (see No. 1 above), and then make it value added by including your own insight.
Of course, you can always play Monday morning quarterback but by then most of the social media buzz probably will have subsided and you’ll miss out on the bulk of the action.
Here’s to a winning season!
Darcy Grabenstein is senior copywriter at Annodyne.
Photo courtesy of: Jim Larrison