Module 3: Enhancing Touchpoints with Contagious Content and Community Conversation Unit 2: Creating Content That Spreads and Sticks
Join a Series
brief dialogue. This may start with comments you post on their own content. A logical next step would be to offer a guest blog post on key points of interest where editing can be provided in advance of the official release. The professionalism and personal styles displayed in the blog post could then advance to a live dialogue thereby protecting a KOL’s social capital. Adding value suitable to brand’s format. Brands need to see that your insights add value to their perspective. As explained in this video, any proposed guest content should be formatted and scaled in line with the KOL’s media and channel requirements.
• Topic relevance • KOL willingness to risk social capital with their own audience • Insights that add value to the KOL’s perspectives • Content suitable to KOL’s format Topic relevance. One of the best ways to participate in a livestreamed topic is to join a series where the KOL’s podcast, live
stream, or blog is seeking multiple perspectives. In this case. a KOL’s
incentive is especially high as the audience expects a closely connected continuation (typically weekly or simultaneously as a live stream panelist) on the subject matter. As an analogy, consider the added attention given by academic journals to calls for papers responding to a special issue. Like paper submissions, podcasters are on the hook to complete the series in a short timeframe. KOL willingness to risk social capital. Few KOLs will risk a cold arrival when filling vacant slots. For KOLs to trust your competencies, it behooves you to initiate a
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