The art of great content

I’m always on the lookout for great webinars and courses to continue my professional development so I was delighted when I spotted a tweet from Socialbakers about a free lunchtime webinar on The art of great content.Jonah book

Based primarily on concepts from the book Contagious: Why Things Catch On by Jonah Berger, here are my key takeaways for creating truly great social content:

1. Social currency

“You are what you share”. Focus on producing content that makes people look good when they share it.

Good examples of this are:

  • Behind the scenes photos and info – make followers feel like insiders
  • Put your fans in the spotlight – crowdsource content from your community. Engage with the user before you repost it to find out the story behind the image or video so that you can share that too and get even more engagement. This is a good example from GoPro who post a fan photo every day:

GoPRo2

2. Trigger

Celebrate events that are happening right now (you can use a content calendar to look ahead and plan your activity) but be part of it, rather than trying to make it all about you.

There are some great examples of brands doing just this at events like the Golden Globe Awards (L’Oréal) and World Cup (Orange).

Focus on your brand values not your brand products. Invite people to join the conversation with you.

3. Emotion

When we care, we share.

“Emotion is one factor that drives sharing. We see lots of funny stuff go viral on YouTube, but we also see angry political rants get shared,” Berger says. “Any emotion that fires us up–humor, awe and excitement, but also anger and anxiety–drives us to share.” – Jonah Berger

4. Public

Recognise the power of social influencers to spread your message.

How do you find those influencers?

  • Use social listening tools to monitor for keywords relevant to your brand or campaign
  • Identify the most active and the most engaging content creators for those keywords
  • Ensure their style and their values align with yours

social influencer

5. Practical value

Think about how you can be valuable to your fans. Package knowledge and expertise in your content so people can easily pass it along.

A good example is a supermarket (e.g. Lidl) sharing video recipes with its fans:

Lidl

6. Story

I’m a big believer in the value of storytelling in marketing communications. If you don’t believe me, check out this blog post on Storytelling: corporate buzzword or clever business?

When creating story-based content for social media, the key is to embed your brand into the plot so people cannot tell your story without mentioning your brand.

A good example of this comes from Adidas who told the story of the World Cup in Brazil from the ball’s perspective:

Brazuca 1Brazuca 2