Does Your Content Have the X Factor?

If you Google the term “Content Marketing” you get more than 1 billion hits. That’s 1,000,000,000+ … and the number continues to grow hourly.

CONTENT is the biggest thing in marketing today. Every company wants it. Every agency is selling it. And every person with a smartphone, tablet or laptop can create it.

Content is everywhere, partially because it is so easy to create — anyone with an internet connection can be a content publisher — and partially because it’s a lot easier to be your own publisher than to convince another publisher to tell your story for you.  (And of course, for many agencies pushing self-published content, it’s become a low-risk cash cow.)

Unfortunately, most of the business content that is created never finds its target audience. Often, it’s lonelier than the Maytag repairman on Saturday night.

Not because it’s poorly constructed, has weak production values or is feeble at storytelling, but because the focus of the content is off … by just one letter.

People are so enamored with their capability to be “content producers” … so focused on the actual creation process that they forget WHY and WHO they should be creating the content for. The real business purpose behind the content is to attract and engage a specific audience.

The key to that attraction and engagement is conteXt. Webster defines conteXt as the environment, the surroundings or the setting.

To provide conteXt for your content, think about your target audience and ask: Who are they? What’s their situation? Where do they go for information? What are their problems? What do they need? What’s of interest to them? What are their beliefs? What do they value? Who do they believe?

If you let the X factor of conteXt drive your content … if you focus on your audience’s situation, instead of your own … you’ll have more success.

New Tools, Old Rules: Social Media Policy

(Post by Jessica Killenberg Muzik, APR, Vice President – Account Services)

When asked about social media policy, I once heard a PR executive sum it up in this way: “It’s just new tools, old rules.”

Social media has indeed given professionals a new set of tools in our collective toolbox and with that comes the need for proper use guidelines. The key is developing a social media policy that will help regulate, but won’t smother, the personal and open nature of new media within your company.

Here are five key points to keep in mind when establishing a social media policy:

1. A policy with a purpose. Your social media policy should have a positive purpose behind it, focusing on the things that employees can do, rather than what they can’t do when it comes to posting.
2. Identify roles for consistency. In any organization, certain individuals are responsible for certain tasks. Pick an administrator (or more than one depending on the size of your company) for your social media sites. The administrator will be responsible for making significant, consistent announcements on behalf of the organization, responding to questions or complaints, and resolving issues.
3. Encourage good judgment. Social media sites provide a place to be professional and helpful, not an open forum to complain or insult. Employees should be encouraged to post, but to use common sense when doing so. And, if questionable, they can always run a potential post by the social media administrator for approval before posting.
4. Respect copyrights. Giving proper credit where credit due is a must. Employees should be made aware that they must have permission to use others’ material (with attribution, if necessary) before it is posted.
5. Prepare for problems. Just as with any policy, there should be basic steps to follow in order to recognize and fix problems to your social media sites in a timely fashion. Again, this is where having an administrator comes in handy.

Bonus tip: Make your policy a living document. Changes and additions should be made as more is learned and experienced. When updating or revising your guidelines, keep communication open between your administrator and employees to leverage feedback. See feedback as an opportunity for continuous improvement.

For some examples of social media guidelines from various companies, see the Social Media Governance website, which has an online database of more than 200 social media policies.