About the Author: Jason Small is a digital marketer with 10+ years of digital experience working with 20+ brands via various agency roles. Small's expertise includes broad digital strategy, social media strategy, SEO, website design and development and he has led teams to produce results for brands online such as Peoples Choice Awards, ChapStick, Centrum, Dial, Honeywell, Renuzit, Castrol, Sears, Hertz, CoverGirl, John Deere, Advil, ThermaCare and more. As Director of Strategic Partnerships and Business Development for a fifty-person startup, Small led initiatives uniting value propositions and technology across 10+ companies while generating press in trades like TechCrunch and the Wall Street Journal.
Early adopters and ground-breaking brands like Red Bull and Starbucks quickly lead the crowd with new tech. But only now, in my humble opinion, are the majority of brands finally starting to invest the right time and effort to either act as a publisher and develop the right content, or find aligned publishers and deliver the co-branded or repurposed content.
So what can we learn from the lessons the leading brands have already taught us? We’ve definitely learned what content resonates universally.
There are basically three types of content, categorically speaking, that generate noticeable results in engagement KPI’s like plays, shares, etc. For your content to have a chance at successful engagement, it should be in one of these three buckets:
1. Educational – Teach something relevant/valuable
2. Entertaining – Humorous, extraordinary, etc
3. Economic – Give something away for free, offer a discount, etc
Don’t rent your social media channels by pushing advertising messages. Own them by making a down payment on your community with great content in one of the three categories listed above. Ultimately, your marketing dollars will go further.
Who knows, we may see brands adopting a publisher division through acquisition or internal restructuring…that’s the direction we’re headed folks.
If you don’t believe me – turn the clock back five years and recall how many ‘social media’ job titles were operating within brands, this is the next phase in the process of adjusting to the new realities of online marketing.
Social Media and the Big W
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