Here’s a hypothetical (or not so hypothetical) situation: you’re about to run a digital strategy campaign for a brand/business. You have all the content lined up for the first few weeks including a spiffy editorial calendar. You’ve organized your images overlaid with text, have several blog posts in the can and have enough Facebook status updates to last your through the month. You’re prepared- and more importantly, ready for success. Then, after a few months all that juicy content you have begins to run out. Each day becomes a struggle to find new and interesting stuff to share with your audience/community. Now what?
This is a common occurrence for those who manage social media channels as well as large digital marketing campaigns. Running out of content isn’t a matter of there not being enough good stuff to go around, it’s a matter of depleting the wells that you typically frequent for awesome stuff. When you farm the same land for too long, things don’t grow there for a while. This article will give a few tips on how to continuously find fresh and creative content to share with the world.
The most important thing to do when you’re setting up a digital media campaign is to make sure that all of your seemingly disparate channels like Facebook, Twitter, Pinterest, Tumblr, a blog and your website are all talking to each other. This doesn’t mean that you blast out the same link across all your channels. Quite the contrary. It means you should be using each channel as a source of inspiration and content. Here are some examples:
Remember, one key might fit many doors. “You’re not using Tumblr because you don’t understand it.” I find myself telling wannabe content curators this all the time. Tumblr is one of those weird channels/platforms that a lot of people just don’t get. The main benefit of Tumblr as a content curator is the sheer amount of users who want to do nothing more than highlight the things they love. On Facebook, Twitter and G+ there’s a lot of overlap in terms of how people are using the platforms. With Tumblr, everyone is there to either look at or share content. This means if you find someone (or a few people) who are into the same stuff you or your brand are into you have the opportunity to find a goldmine of content.
Quick question: What’s the most popular trend across social networks, right now? And no cheating, don’t go try to Google this. The answer? Photos overlaid with text. For a quick test go to Facebook and see how many memes, photo quotes or other types of visual media you see in your feed. I’m sure there will be countless studies by psychologists and sociologists who will tell us the precise scientific reasons for why we as humans respond to visual imagery, but for practical reasons, we don’t need to know. The fact is, people love visual media and they like to have meaning attached to it. Text and photos accomplish this goal. Make sure you build up a stable of these heavy-hitters and if you’re really feeling frisky pop open photoshop and make some of your own.
When you start sharing or promoting content always keep your audience in mind. If you’re primarily sharing cute animal pictures it’s probably not a good idea to flex your humanitarian muscle one day and show a ton of pictures of mass genocide. Remember, the point of all this content sharing is to build a bond between you and your audience. Keep it consistent and know what your audience wants before they do. A simple way to figure out what your audience wants is to pretend you’re them. Take off your digital strategist slash content curator hat and people a regular user who might be perusing your fine digital establishment. Take note of your own content consumption habits and see if others might respond to the same things you do.
This almost goes without saying but if you don’t share content across all of your channels no one will know you got the goods. Make sure when you find that incredibly cute picture of the lioness licking her cub that you get it to the people who want to see it. Grab the photos or quotes with maximum impact and send them to a new social channel. This is key. Not everyone on your Twitter and Instagram feed follows you on G+ or Facebook. Share your stuff often for maximum impact. But remember, always be wary of social media spam.
For many reasons it’s getting easier and easier to not give credit to the original creator of whatever content you find on the web. That doesn’t mean you shouldn’t make a solid attempt to attribute your content properly. Besides the obvious benefit of showing the original creator that you enjoy their stuff, it might even lead to an opportunity to build a relationship with some of your favorite content creators. Properly attributing might be a dying art but you should really try to make an effort to do it because it’s the right thing to do.
So there you go. Those are just a few simple ways to get your seemingly disparate channels to talk to each other. The goal is to not let your overral message or goals get lost in translation. Whenever all of your digital entities speak the same language the chances for overral success increases exponentially. With that, I’ll leave you to it.