Rather than striving for uniformity, here’s how you should look at those 5,000 pieces of social media content: Consider them steps, in any direction, that build confidence for the marketer and simultaneously develop an active social audience.
As we learned in an interview with Pulitzer Prize–winning editor Geneva Overholser, many businesses fail because they rely too much on the filter bubble created by marketing analytics and never invest in traditional skills such as writing, storytelling, and keen editorial vision.
To my fellow marketers, I must say that while I don’t have any formal journalism experience, in striving to improve content creation for Skyword, I have learned a few lessons that may help you develop original social media content more often.
If you are in social media marketing, then you likely don’t have resources to create high-gloss content. However, it is likely that other divisions within your marketing department and across your company are attending conferences, creating videos, or hosting real-world events involving customers. This is a great chance to pick up a camera and get creative. Sir Richard Branson is not the only person who can afford to create behind-the-scenes content.
At Skyword, we were recently able to do the same when a video team visited to help produce a new corporate video. All it took was the willingness to borrow a decent camera and spend an afternoon running after a high-energy video crew.
Back in 2008, companies like Wildfire were created to activate audiences on Facebook. Since then, enterprise social content has found a natural niche in giveaways and contests hosted on Facebook. That model of engagement has not changed too much. When the value offered is big, these contests can stimulate a large amount of user-generated content. And when the content is intelligently structured, brands can even get their fans to help advance the brand story.
More and more marketers are experiencing the great engagement that comes when their brands get visual with social media content, especially when that visual content is original and unique. But despite the success of social contests, global enterprises cannot always easily reuse and repurpose user-generated content across different channels. They do not always own that content or the rights to reproduce it.
The solution lies in a new model of social content marketing that’s being built out by such companies as MasterCard and Western Digital. These leaders in content marketing are investing in branded-content destinations filled with stories, featured articles, and visual content that traditional media can no longer afford to produce.