Module 3: Enhancing Touchpoints with Contagious Content and Community Conversation Unit 2: Creating Content That Spreads and Sticks
• Advocated – Are brand employees, key opinion leaders, or users incentivized to spread the content as members of an ambassador program? • Guest-worthy – Is the content worthy of guest invites to podcasts, live streams, or blogs that have large audience followings? • Indispensable – Can the content be readily retrieved as a go-to resource that permits repeated exposure to a problem solving tool (e.g., cheat sheets, checklists, or friend-of- mine apps)? • Optimized – Is the content (1) scalable, (2) easily discovered in search (e.g., keyword, and hashtag terms), and (3) able to attract inbound links from high page ranked sites? • Ubiquitous – Is the content repurposed to suit a broad spectrum of (1) communication media (video, audio, imagery, and text), (2) content duration (stories, short clips, live streams, and playlists), and (3) platforms (Facebook, TikTok, LinkedIn, Twitter, and YouTube)? • Shareworthy – Does the content invite others to share because of its practical tips and snackable “how-to” suggestions. Is it visually appealing enough to stir emotions? Shown below is the impact each of these attributes has on creating contagious content that is visible (1) everywhere and/or (2) all the time.
the content shared by a vast majority of brands is curated (created by others with no vested interest in the brand) much like paintings in an art gallery. But more than just auto-sharing this content, curation in this context implies adding value to the content often by framing your own post of the content as shown in the retweet below.
CURATED CONTENT
Thus far, we have examined how marketers create content to demonstrate their expertise and credibility, while cultivating deeper relationships with their audiences. But few brands have the capacity to regularly churn out ideas across every stage of the buyer’s journey. Despite advances in AI-based content generators like ChatGPT (discussed in a later module) and the accelerated growth in independent content creators (200M worldwide), most of
From research analyzing 150K social media posts, the optimal balance for organizations is a 60/40 ratio of content curation vs. content creation (Hootsuite, Convince & Convert).
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