Purpose, content and social media


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Great research on how to take a stand on social media as a brand. And the impact of the CEO on this subjects. (last half of the research)

  • People want brands to take stands on important issues, and social media is the place for it. Two-thirds of consumers (66%) say it’s important for brands to take public stands on social and political issues, and more than half (58%) are open to this happening on social media – the top channel for consumer receptivity.
  • Brands can’t change minds, but they can effect change. Sixty-six percent of respondents say posts from brands rarely or never influence their opinions on social issues. Rather, respondents believe brands are more effective on social media when they announce donations to specific causes (39%) and encourage followers to take specific steps to support causes (37%), such as participating in events or making their own donations.
  • Liberals are galvanized by brands that take stands, while conservatives are indifferent. Seventy-eight percent of respondents who self-identify as liberal want brands to take a stand, while just about half (52%) of respondents who self-identify as conservative feel the same. Likewise, 82% of liberals feel brands are credible when taking stands, compared to just 46% of conservatives.
  • Relevance is key to reception. Consumers say brands are most credible when an issue directly impacts their customers (47%), employees (40%) and business operations (31%).
  • Brands face more reward than risk. Consumers’ most common emotional reactions to brands taking a stand on social were positive, with intrigued, impressed and engaged emerging as the top three consumer reactions. Likewise, when consumers’ personal beliefs align with what brands are saying, 28% will publicly praise a company. When individuals disagree with the brand’s stance, 20% will publicly criticize a company.

3 Content trends 2018

  1. Manipulated outrage and raise above the clickbait
  2. Brand stand: “what you believe as a company has to be front and center in everything your company does.” most consumers (66%) think it’s important for brands to “take a public stand on social and political issues.
  3. Back-storytellingone of their greatest assets to inspire loyalty from customers and employees alike can come from taking people behind the scenes of their brand and history.

How to Use Non-Obvious Thinking to Create Better Content

 

Great Ads and Stories

“It sounds like a revolution,” Cooper said during a SXSW keynote. “Large corporations don’t like revolutions. They like predictability. They like incremental growth.”

But those corporations are quickly changing their tune. They’re realizing that the most effective way to find a hit is to strategically create content, test how it’ll connect with audiences, and then optimize the approach based on what they learned. Because if you’re going to spend millions to put your story in front of people, you better make sure it’s a story they’re going to love.

 

High quality content

high-quality content, regardless of the subject, meets most of the following standards:

  • Provides value to readers by offering information about a topic they care about or are looking for
  • Has purpose; it informs, educates, entertains, inspires
  • Is original and brings new ideas and perspectives to the conversation
  • Has credibility and offers insight
  • Triggers an emotional response
  • Is well-written and grammatically correct

How a Journalist Constructs an Article that Google Will Love

 

Recycle content

1. Be creative.
Repurposing opens the door to a number of potential pieces of content. Why not take old social media posts and create a video highlighting your key messages? Another option could be publishing a collection of long-form writing into an e-book.
Whatever your goals, repurposing can allow you to create a variety of content to engage your target audiences. You already have the materials available and a frame of reference for how the content will be used; recycling old materials for a new purpose sets up a unique canvas to paint creative content.

2. Cover all your channels.
When determining what content to resurrect, you must approach it with an integrated strategy in mind. From a PR perspective, consider how this message would resonate with your target audience or elevate your organization’s thought leadership. From a digital marketing perspective, what is the SEO impact of the content’s title? In terms of content marketing, what interviews can be leveraged to create blog content? These questions will help you outline the best strategy for repurposing a piece of content to reach and engage with your target audience.

It’s important to remember that not every piece has to win a Pulitzer Prize. While producing polished content is important, as long as it’s fresh (i.e. not copied and pasted from somewhere else) and relevant (updated with new facts, research and information), then it gets the greenlight. Simple is often better.

3. Uncover new audiences.
How can your content attract new audiences?
Engaging with media is one way. If you pitch a killer story idea and get interviews with some industry publications, you could revisit the story months later with a new hook or with a different perspective. You could attract journalists with different niches, reaching untapped target audiences.

Effectively using social media is another fantastic way to find new audiences. Your organization can post on a new platform, generate content that adheres to the stories and formats that this new audience prefers, or employ paid social media tactics to get your message in font of new eyes


Keep in mind that repurposing content cannot be done blindly. You must ensure that you bring a new perspective to whatever content you are repurposing. Failure to do so can cause your content to fall flat with readers, overwhelm them, or even turn them away.

Snapchat content strategy

Insights in #Snapchat strategy by #UnderArmour: “the ad formats run content for 10 seconds; Under Armour’s ads are designed to be watched in five or six seconds, with the main call-to-action popping up in under two seconds.

“If we can squeeze that main message to six seconds, we know it’s going to loop. If it didn’t resonate the first time, I’d rather them watch the ad one-and-a-half times in 10 seconds than risk them clicking away from it,” said Roni Sebastian, group creative director at Red Interactive, Under Armour’s digital agency.

How Under Armour Makes Its Snapchat Ads In 5 Seconds or Less

Storytelling funnel

the storytelling funnel for content and in line with your purpose and values, from ‘what you care about’ to ‘who you are’ to ‘what you sell’

“The funnel-matrix has two dimensions. The first maps loosely to the stages of a typical marketing funnel: awareness, consideration, and acquisition.The second dimension of the funnel-matrix adds a bit of planning to aid your content strategy. This comes straight from the playbook newsrooms have used for decades. The idea is to divide your stories into three more categories: timely stories dealing with current events, seasonal stories relevant because of the time of year, and evergreen stories that are valuable no matter when the audience encounters them.”

The Story Funnel-Matrix: Create Better Content With This Simple Diagram

41 blog ideas

Multi-media and Visuals
1. Do a screencast with Screenr of your product and share it on your blog.
2. Show a step-by-step guide on how to do something in a screencast, how-to video, or show the steps in a series of photos.
3. Create a music video for your company and post it on the blog.
4. Share a cartoon or create an original one.

How-to’s and Tips
5. Write a how-to article. Give instructions with screenshots or photos on the steps someone needs to take to do something.
6. Point out common mistakes in your industry and offer solutions on how to fix or avoid them.
7. Offer a list of benefits for doing something.
8. Share a list of some things to avoid.
9. Relate your how-to content to a current event or a celebrity. Example: “5 _____ Lessons from Lady Gaga” or “What the Election Teaches Us About ____”

Use Existing Content
10. Take the contrarian position – Find someone else’s article that you agree or disagree with. Introduce your blog post with what you specifically agree or disagree with it, and support your argument with a few concise points.
11. Do a weekly or daily links-roundup of relevant news for your community.
12. Find tips in other content, create a list of those tips and give links to those articles as the sources.
13. Share an excerpt from an ebook or white paper with a call to action to download it for the rest of the information.
14. Share an excerpt from an upcoming webinar with a call to action to get the rest of the content in the webinar.
15. Share your slides from a recent presentation.
16. Share conference takeaways.
17. Do a round-up of last year’s/last month’s/last week’s most popular posts.
18. Re-interpret existing content: Collect the top motivational YouTube videos for your audience, top ebooks, top webinars or infographics.

Incorporate Other Platforms
19. Create a Slideshare presentation of new statistics related to your space and share that in a blog post. Tag the Slideshare presentation with relevant keywords for your company to leverage SEO benefits of the platform.
20. Ask a question on Twitter and share the results with a Storify embed.
21. Collect Tweets from a webinar or conference hashtag, show them off with Storify and offer your own takeaways in the blog post.

Research
22. Respond to industry research with your own perspective. Offer a fresh angle to spark conversation.
23. Do a survey with Survey Monkey among your community members and create an infographic based on the results.
24. Do a poll of your Twitter community with a Twtpoll or your Facebook community with a Facebook Question and post the results on your blog.
25. Do an in-depth case study about one company, or offer a few examples of how other companies do something successfully.

Thought Leadership
26. Record an interview with an expert in your field and post it to your blog.
27. Get experts to offer a tip and do a round-up of their recommendations.
28. Feature guest posts from industry experts.
29. Publish responses to frequently asked questions about your industry.
30. Create a list of trends to watch.
31. Compare and contrast: Different products, different approaches, different companies, different people, different places, etc.
32. Do a review of other non-competitive products or services that your community cares about.
33. Be a journalist: Be the first in your space to offer industry takeaways about breaking news.
34. Explain what a current event or topic in the news means for your industry or community. Example: “What ____ Means for ____.” “Why _____ Matters for _____.”
35. De-bunk common myths.

Make it About Your Community
36. Interview your favorite customer.
36. Post a Flickr slideshow of pictures from a recent event.
37. Run a contest and give away something relevant to your community.
38. Ask for guest posts from community members.
39. If you have company news to share, talk about it in a way that makes it about the reader. Example: If someone gets promoted, talk about how why were successful. Inspire your audience.
40. Publish a post relevant to the current season or holiday.
41. Outline the top practical use cases for your product, service etc.

https://blog.hubspot.com/blog/tabid/6307/bid/23973/41-Fresh-Blog-Post-Ideas-For-Your-Company-Blog.aspx