Step Four: Create Engaging and Compelling Content Regularly

Feb 04, 2014
Jason Baumann


Today, we continue our discussion on social media strategy. We talked about setting SMART goals, defining target markets and then choosing the appropriate platforms based on your goals and the ACE criteria. Now we move on to content. The next step is to create engaging and compelling content regularly (and irregularly, too).

Engaging and Compelling Content
Wendy Clark is Coca-Cola’s Senior Vice President of Integrated Communications and the person responsible for the social media strategy at one of the biggest brands online. She is brilliant and I often quote her because I think she understands social media. One of her regular pieces of advice to businesses is to make sure that all your content is “shareworthy.” A brand can climb to the top of the mountain and proclaim their message but only some will hear. But when you create content that your followers want to share, they will climb mountains too. Your messaging is instantly amplified and evangelized.

Content must be engaging. Engaging content is a discussion as opposed to a lecture. It inspires readers and visitors to get involved and respond as opposed to just read and move on. When posting on Facebook, consider asking a question instead of just barking a brand message. When tweeting, seek conversation instead of random shout-outs. When you involve your customer, you will see engagement metrics improve dramatically.

Content must also be compelling. Google defines “compelling” as “evoking interest, attention, or admiration in a powerfully irresistible way” and I think this definition is applicable to content. I think you have evoke interest to keep your readers reading and your followers coming back. I think anyone can create average content. But if you really dedicate yourself to your content and produce enough of it, you reap the rewards.

Content Must Be Regular
Finally, you must create your content regularly (and irregularly). First, the more content you create, the more you will be seen on search engines. So that is important. Also, the more regularly you produce content, the more you will be seen on search. Finally if you create a schedule, or an editorial calendar, and stick to you it, you build up a routine with your followers and they will know when they can return for new content.

The posting of scheduled, regular content is important. But you cannot become a robot either. The answer is in a balanced mix of scheduled and responsive content. Responding to posts online is a critical aspect of a solid content marketing strategy. We will discuss this more deeply tomorrow in our discussions on posting, cross-posting and sharing.

This discussion has touched on some of the foundations of content marketing. If you want to know more about content marketing, I encourage you to check out some of my previous posts on the topic. For now, I think it is important for you to leave knowing that it is imperative to create engaging, compelling and “share-worthy” content often and regularly. The more work you put into this, the more results you will see from your social media efforts.

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