Social media is about storytelling through content. Storytelling is about building a long-term brand narrative—AN EPIC—rather than a series of unrelated short-term tactics. Specialize in helping brands develop and orchestrate their messaging so that every idea, every solution, pushes the overall brand story forward. We know a good brand story is about the audience as much as the story itself, so study the audience and tell stories that resonate with them. It's the people and the brands who tell the most interesting stories that build the massive audiences.
Marketing is no longer about the stuff you make, but about the stories you tell. – Seth Godin
In today’s world, you need a content strategy that is clear in how you’re going to behave and engage in relevant, valuable ways to your consumers. You need a content strategy internally that's inspiring and organized, everyone marching in the same direction, and at the heart of that is organizing around the customer. A lot of this is experimental. It’s doing stuff and seeing what works and what doesn’t, and refining it. It’s very true. Developing content that consumers find value in, rather than a way to advertise at them. Don’t focus on policing a client’s brand, but rather releasing a client’s brand. Create branded content that produce value for your clients customers, and endear your brand to consumers—empowering them through engaging content to become apart of the brand.
Creativity and ideas are no longer enough. We now all need to be inventive. The scientist and the artist need the space to come together. Where we provide value isn't in telling our clients or its consumers what to think. Where we provide value is in finding that link between the way our clients consumers live right now, and how we can harness those behavioral patterns to make the brand relevant—not just today, but for years to come.
Here are a 4 Ingredients for an Effective Content Strategy:
- BRAND [PEOPLE] CONTENT: Brand + People = Content working together and for each other.
- AUDIENCE DESIGN: Find different audiences / Tap into passions and interest points within or related to an umbrella topic. Join their club instead of asking them to join yours.
- CHANNEL DISTRIBUTION: Your content strategy should leverage one piece of content across multiple channels in different forms to several audiences.
- RECIPROCATION: Focus on creating value for the consumer by initiating the reciprocity principle. By providing no-strings-attached value to your audience, you’ll ultimately wield far more influence .
Support the consolidation of knowledge and information, and transform people from content consumers to content producers. Remember that social media uses digital outlets to transform and broadcast media monologues into social dialogues. Consistent storytelling is what cuts through all the mediocre content posted online today. If you want to grab people’s attention and build an online audience that is excited to hear from you, you need to use proven methods and get creative with how you share your ideas and tell your story.
Also found on Quora