Module 3: Enhancing Touchpoints with Contagious Content and Community Conversation Unit 2: Creating Content That Spreads and Sticks
we have with our audiences. This includes strategies for extending our audience reach as well as being in front of them on a routine basis. Our goal at this stage is to create top-of- mind awareness by making ourselves an indispensable go-to resource of content willfully shared, repurposed for multiple social media channels, and having a lasting appeal. For content to fulfill these expectations, it should be: • Curated – Does the content identify information relevant to a particular topic or area of interest? If developed by others, is it editorialized with a brand’s perspective? • Ongoing – Is there an audience anticipation to be on the lookout for future content updates (e.g., podcast episodes)? • Newsworthy – Is the content worthy of news attention? Does it (1) address a community outreach initiate, (2) alert or update audiences in advance of mainstream broadcasts (i.e., newsjacking), or (3) provide a fresh perspective on recent industry developments? • Timeless – Can it be repeatedly retrieved or discovered over time by virtue of its long-term applicability (e.g., evergreen content used in “how-to” home improvement tips).
CONTAGIOUS CONTENT
Once our content is aligned to audience pain points, using heartfelt appeals for likeability, and credible tactics for trust, our focus moves to spreading it everywhere all the time. Although much of this can be managed through social media advertising, we focus this discussion on the use of organic content to extend the touchpoints
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