Increasingly, brands are recognizing that a strategic approach to content becomes more important. The content is going from being one of the final considerations of a Web development project to front and center, in a digital signal marketing strategy.
Involve through conversation
It is easy for brands to be immersed in rumors about the latest format, platform or tactic. A couple of years ago, the brands were asking for a viral “,” while now they all seem to be asking for applications for the iPhone.
But content is nothing more than a means to an end: conversations content units, conversations are how you get involved with people, and engaging people is the only way that brands will be able to survive in the world social-media-that we live now
Formulating a content strategy can be a difficult process, partly because of the many considerations and partly because of the number of stakeholders. Therefore, to help, here is a simple process of 10 systematic steps for the formulation of a content strategy.
Establish some principles. If it does, the brand will allow a healthy and robust discussion around authenticity, transparency and humility, as well as the opportunity to define the commitment policy.
In addition, recognize that brands no longer control at the end of conversations and need to commit to continuous investments. A di ference of a campaign, this task is in progress.
Here we enter the “Why are we doing this?” Question. Clarify your goals; Link them with the appropriate metrics, setting goals, if possible, and defining a budget.
In the background, the mind focuses on what subjects and issues are important to you. What is your position on things, your point of view? Where is the evidence that you are serious about the contents? What’s your story? What’s its purpose? Why do people care?
David Ogilvy, founder of the advertising agency Ogilvy and Mather Worldwide, spoke about the identification of brand ideals. For example, Dove believes that the world would be a better place if women were allowed to feel good about themselves, Fanta believes that the world would be a better place if she grew less and played more, Scrabble believes that the world would be a better place if we we have loved more words, and Coca-Cola believes that the world would be a better place if we saw the glass half full, not half empty.
Identifying your brand ideal is an excellent way to discover your purpose and thus gives something to the bar of your content. Remember that you need to support your ideal brand with proofs. Only one nozzle service is playing with fire.
Content value (Social Currency)
What value does content have to deliver directly to people? What value does it have to deliver indirectly (that is, the return on investment that you spend for telling someone about it)? The direct value is the social currency content , and there are five types of value:
entertainment value. Advertising campaigns usually deal in this currency. It is worth wondering if the idea lends itself to being parodied as the Gorilla of Cadbury campaign, as it can be a powerful conversation multiplier.
personal value Fame offers a powerful personal value. The rise of TV shows type X Factor and the reality of other television shows-in recent years indicates that the value of people to such content.
value of knowledge. B2B leadership of ideas through white papers is an example.
Monetary value . Public relations consumption (PR) that deals essentially in this type of currency with promotions and contests. A bonus of 40% -off to the United Kingdom wine thresher chain stores-offered in 2006 is a great example.
utility value. Many applications for the iPhone, such as Sky +, fall into this category. Also, see the Charmin toilet paper brand, Enjoy the Go campaign , for which he installed 20 bathrooms in Times Square.
How can we combine some of these together to make them more powerful? The attempt to combine several values together is the modern equivalent of the challenges they face in creating an integrated campaign (that is, you need a multidisciplinary team, with experience and talent to work collaboratively with each other).
Here are some of the other thoughts: Can we take advantage of popular culture like T-Mobile did with TV show So You Think You Can Dance, or can you set up a meme like EA Games did with Tiger Woods “walking on water”? glitch game?
Who will create or produce all this excellent material for you? You have more options than you imagine.
Employees can be an effective option. USA online shoe retailer Zappos.com encourages all staff to use Twitter and even has a competitive element: a ranking that ranks staff based on their Zappos following Twitter.
The agencies are an obvious route.
You could use industry peers with just signaling people relevant, interesting things.
User-generated content (UGC), crowdsourcing, and co-creation can also be a viable option for some brands.
What social and digital channels will you use for the output of the content? Or, put another way, what is the distribution strategy?
Brand media: outposts, websites, email, or events
mass media: influential networks, communities, or the media (what used to be called the press)
How was the balance or integration of content developed through the spaces? Experiential and social spaces work very well together. For example, if you look at the mobile mob-T flash at the Liverpool Street station, which started with a meeting (or public relations maneuver, if you will), the word spreading online mouth, and then the means of Traditional communication picked up the bustle and cover it by means of its channels.
Another difficult question: Is the brand capable of building a social destiny? Not many brands can remove that. If you try and currently do not have enough firepower, you could find yourself spending a lot of money generating traffic, which does not make sense. It may be better to go out to the communities that already exist.
The formats that are appropriate for use include blog entries, presentations, videos, photos, podcasts, tweets, Facebook, iPhone applications, or live videos.
Change the purpose of your content in various formats. For example, a white paper could be reused in a YouTube-video interview with the author, then in a series of blog posts, and then in an iTunes podcast.
Remember that conversations can not be turned off like campaigns, so the plan should be for a three month mobile content program. Consider what will be planned in advance and what will be left as ad hoc and reactive. How will a constant flow of content be ensured? How are you going to create the peaks of interest?
Who will be your endowment for the brand’s outposts? Who will direct the talks? Who will be the construction of relationships? Who will be redirected questions or suggestions to the appropriate internal function? Who will be looking for early signs of an online crisis?
Ultimately, who will be responsible for your social brand?
Are your social agents a central team, a distributed team, all employees, an agency?
To find out what the reaction of their contents has been, ensure that you have set your active listening r tools.
What conversations have you started? What conversations do you want to enter? How do you compare your objectives, goals and budgets?