As communicators and marketers, we all know we need content. But how do you break through the clutter and truly capture attention?
Traditionally, many content creators have relied on partnerships and constituents to share their content, but these methods aren’t always reliable. To take back control, Corey Perlman provides the following tips:
- Look beyond the surface on social media channels. For example, take advantage of Facebook groups. You can bypass challenges with traditional engagement by using this powerful aspect of the platform.
- Find “social media ready” followers. Do you have fans of your brand or organization with a wide sphere of influence? Tap into their audiences. Tag people and businesses in photos, and make sure to use their hashtags.
- Take advantage of newsjacking. When you can react to breaking news very quickly with credible backup content, your audience (and the media) will pay attention.
- Personalize your brand. Use your content to answer simple, frequently asked questions to simplify complex topics related to your company’s products and services.
- Meta data matters. If your content lives on a website and you expect it to be found by search engines, make sure you are using proper meta data, including title tags and meta descriptions.
The bottom line? Your content is a powerful resource, but it shouldn’t be used to directly “sell.” Whether you’re promoting a product or gathering support for your organization’s mission, use your content to educate, and seek to be a resource for your audiences. Take advantage of testimonials and case studies. The rest will follow.
