Written by John Andrews
Content is King, or so the saying goes. Why then, in the most connected era of media ever does content seem to be in such short supply? For the past few years, many marketers chased and built channels without first having a robust and coherent content marketing strategy. After all, every new social channel requires its own content stream such as Facebook posts, tweets, videos, pins, etc. Consequently, we now face the dot-com age web content problem amplified by a factor of 10. All these channels require constant feeding to build and drive audience engagement.
Most content marketing approaches use a model built for print, broadcast and public relations; they leverage relatively few pieces of content and rely on mass syndication and frequency to achieve mass reach with relatively little efficiency. Social channels are neither paid, owned or earned media. Social channels are engaged media that is produced, consumed and syndicated by people. These channels require a massive amount of content to begin turning the engagement flywheel.
Fortunately, the marketing process for effective content marketing remains unchanged. The integration of people, place, price and promotion still works just fine. It merely requires adjustment for the delivery of messaging across social platforms and integration with other forms of media. As eyeballs shift to social and digital formats and more information is sourced via some type of search, marketing organizations must shift how they manage the process.
At Collective Bias, we believe that successful social content production requires a careful combination of humans and technology. The right mix of those inputs varies but people and relationships are always more important than the technology. Marketing professionals must remember this when putting together social strategies and teams. While many digital platforms require fewer people than traditional marketing in many cases, success in social content marketing will require more.
Building and managing a “content” community efficiently addresses this challenge but can be difficult and labor intensive to manage. Think of the effort required to produce a broadcast spot or print piece. Add in folks to manage the complexity of hundreds of individual influencers and you begin to understand the magnitude of the problem. Leading brands, retailers and service providers leverage our Social Fabric® community platform to efficiently manage this process at scale.
Give some thought to your plan for social content management. It’s one of the most important decisions you have to make for your brand in the coming year.
Below are two images from recent Collective Bias programs that produced great examples of content marketing.
Disney Cinderella post by Tonya of Tonya Staab.
Kraft Cool Whip post by Crystal of A Pumpkin and A Princess.