Instead of a blog post, I decided to create a quick presentation on how (and why) to create remarkable digital content. These ideas are likely not new to some of you, however I still felt the need to create something to serve as a primer on content marketing (specifically, social content). This should be helpful to those who are new, struggling to get results, or just looking for some inspiration.
Across the varieties of content that exist – from music and movies, to blogs and books, there is a constant. Inevitably the banal/common is popular, and the brilliant/offbeat lives in obscurity. Perhaps given life from those close to the industry or years later from wider audiences if the producers of that content are lucky.
Unless you’ve been sleeping under a rock, you noticed Google released their new social product buzz. Predictably, it was met with both positive and negative reactions from the industry.
I like Chris Brogan. I’ve even referenced him among social media power users I recommend this community connect with. With that said, I don’t agree with everything he says and have disagreed with him in the past. I’m going to disagree with him again today.
Something popular web publishers have latched onto – that differentiates from many (but not all) traditional reporters – is the power of understanding your audience.
I’m not talking a shallow understanding of the genres your audience is interested in. I’m talking about an innate understanding of the content archetypes readers react to, the motivations behind readers as individuals interacting with media, and the steps necessary to develop an interested, activated community.
As participation by companies and individuals explodes, social media is fast losing shiny new object syndrome. Even those who ignore the social web probably realize that at this point social media is not new.
The advantage of being early is probably gone for most industries. Yet, if you’ve got the right strategy which plays into the fact that many are now participating, you don’t need to be first. More people participating means more potential conversations, more potential subscribers, and more potential paths to set your brand on fire.