Wednesday, September 28, 2016

5 things your company's sitting on that make great social content

Whenever clients say they don't know where to start in social media because they lack content, I usually say, "You're sitting on it." Rare, in my world, is the company or organization without these five options for great social content:
  1. Data: Calling data "the next big thing in content marketing" isn't just hyperbole. But it might be the real value-add your content strategy needs. Stop saving data for internal decisions, and find out what happens when you share it with your customers and users. Data also can power a wide range of content options, from infographics and white papers to charts and graphics. Start asking your colleagues all over the company what data are shareable. You might well be surprised.
  2. Photos: I know you have photos. Tons of photos. Whether internal or external, making sure your photo archives can be accessed online is an easy and smart way to power up your social content--both in individual posts, and grouped together as a resource. Don't think "new, latest." Think comprehensively when it comes to photos, and ask your customers for theirs, too.
  3. Comments: I just wrote a blog post based on a comment one of my readers added to a post of mine on LinkedIn, building on the idea in my blog post and adding perspective from her industry. I didn't just "like" the comment, I quoted it in another post expanding on the topic. If you're not recycling and expanding on user comments, you're missing a regular source of content. 
  4. Audience questions: When you get questions on webinars, in your comments, on your Facebook page or Twitter, via your call center or website forms, recycle them as the start to great, super-search-friendly content. That's because the way people ask you questions is the same way they ask them in the actual question posed is a little bit of SEO gold for you. I like taking reader and client questions and using the question as a blog post headline. Why answer just one person when you can benefit from a wider sharing?
  5. History: This category encompasses all of the others, naturally. Your archives are hiding data, photos, comments (they used to be called letters), and audience questions (ditto). Putting them into your social content mix will boost audience engagement and build a different kind of relationship with your customer.
(Creative Commons licensed photo by Rachel Chapdelaine)

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