A ubiquitous webpage now finds a more lively and dynamic reflection as a tweet, a bit.ly link, an update on Facebook, a reblog on Tumblr, or an email link. The age of ‘fast-traveling and rapidly moving content’ is truly upon us. It’s an outcome of the Internet’s social evolution and the changing landscape of online search. Businesses have only started to grapple with the strategy to deal with the scenario. Two aspects demand their attention in this context.
- First, you need quality content. If nobody likes it, your content is not going to be shares. And if hardly a few opt to share it, it’s near impossible to access niche audiences where they are in large numbers on the Internet – social networks.
- Second, unless it floats across seamlessly, audiences won’t join in the trip. So the key is to make content a sought after traveling companion. Let me give a few ideas to maximize the social reach of your content
- Treat your content as a perfect advertisement for your brand without stating is explicitly so. For example, if you are into organic foods, publish posts about healthy eating closely related to the core product and brand message. Content relevant to what you do serves better than generalized stuff that’s only broadly associated with your brand.
- Another important strategy is to organize your content creation and dissemination strategy around a theme or message. Organizations, which operate in silos, generate content varying in substance and style from one team to another. Even worse, they can get in the path of optimizing the reach of quality content. Take for instance, a media division with old-school editors not keen to collaborate with the Internet team in the marketing department. A reorganization exercise should align the former within editorial. Ideally, social should work in tandem with other sections – including even content development – It’s not to be isolated or separated, rather integrated.
- In the new era of traveling content, businesses should adapt by building a common platform for all that they publish. It often means redirecting workflows or generating a layer of content, which sits above other departments. In other words, a framework is in place for what gets published online across platforms. This ensures a consistent tone, voice and style for social media, HR, product marketing and other groups. At times, design tends to precede content, causing sudden scramble to produce material to fit the design. It’s neither smart nor strategic in any sense.
- Last but not the least, think of innovative ways to build community through a sustained and consistent flow of narration rather than running segregated campaigns over shorter term, with no contextual relation to each other; such campaign ideas are not going to work, however brilliant they are, as viewers are not going to relate to them.