Let's make one thing clear:
No matter what industry your company is in, the number of employees, your target market etc.. – you will need to create and/or share quality content with your audience. Business to business, business to consumer, non-profit, service oriented, you name it: your content quality matters. Customers put a higher value on brands that are consistent with their content, and (whether they know it or not) will end up being swayed one way or the other by the quality of your content.
What does this mean to you?
This means that content creation should be playing a large function in your life. With the constantly growing role of social media in our audience’s life, it is crucial to create content that both stands out and informs. Whether they’re scrolling through their facebook feed on the bus, or retweeting their favorite athelete’s lunch – social media gives us a chance to reach audiences like traditional advertising never could. But reaching your audience, unfortunately, is not enough – we need to reach them, interest them, make them followers, and eventually move towards conversion; whatever that may be for you.
Ok Robb, I see your point, where do we start?
For those of you that enjoyed the House:Website analogy that I used in the “Life After Design” series, you’re in luck, here comes another (slightly weird) one.
Your marketing efforts with social media should take that of an Octopus… yes, an octopus. Not sure if you want your company’s marketing efforts compared to an octopus? Would you rather I compare it to a shark? Watch this video then we’ll talk (warning: bad-ass Octopus ahead)
Thank you nature, for helping me prove a point – now let’s get to work on your content.
Content Creation Octopus
The body : Website
The main body of the octopus is (just like ours) where the vital organs are located, when damage is inflicted on other parts of the creature, we can imagine that it is still able to live to fight another day – or whatever they do with their time down there. For this analogy, the body represents your website; other parts will be crucial, but this is where you will win your audience over, convert sales, book appointments etc… Just like the body of our shark-killing friend, your website is of vital importance to your business, everything starts here and ends here.
For content creation purposes we will focus on your website as a way to locate everything important that we will be posting, sharing, and creating. Do you ever click on a link on facebook, pinterest, or twitter, and end up on a company’s website looking at their products? I do it all the time, and so do your potential clients.
The tentacles : Social Media
An octopus, as it’s name implies, has eight Tentacles; if you made it through the video above you can see what all of those tentacles can do working together with the body. This is exactly what we want to do with your social media efforts – combined with the website we can work in unison to take on the biggest sale, that client we never thought we’d land.
Yes, you got it, we might as well slap a lower-cased “f” on one tentacle, a pretty little blue bird on another, a square camera on the next – because your social media are the tentacles of your business. Sometimes you get busy and stop paying attention to your social media marketing, you reduce your content creation efforts, and what inevitably ends up happening? Your leads dry up and you start another marketing cycle. The octopus uses tentacles in unison, constantly defending and improving status – your business should be doing the same, natural selection exists in the business world too, let’s help you evolve.
Senses : Analytics
Although they may not have the best hearing – Octopuses use their senses to capture data, and then analyze that data to make life and death decisions. Your company should be doing the same. When most people think content creation, they think: “Oh, I’ll just share my blog post on facebook, then repost it to twitter” – which is totally fine, and for the most part, I’m sure that it works fine for a lot of people; but why not use all of the tools available to make sure that you are moving your business in the right direction. How well did that content sit with consumers? What type of conversions did it bring in? Does your audience prefer straightforward marketing advice or are the swayed by silly analogies of houses and sea-creatures? All data matters, and we have the ability to capture it, analyze it, learn from it, and most importantly: Profit!
Environment : Market Position
When an octopus needs camouflage it may move towards kelp, corral, rocks etc…, when it needs food it will move towards hunting grounds, and when it seeks to reproduce it will move towards mating grounds – in a very basic sense, your company will need to move too.
As you grow your business you will be able to pick and choose your clients, you will move everything your website, social media, and analytics metrics to better serve your company. How do we do this? With content creation; we will use the type of information that we make available (and push) to represent your company so that it fits with your ideal market position. Content quality, posting frequency, and type will all make a huge impact on your ability to survive.
Coming up: Content Creation: Part 2