7 Easy Steps For Creating Buzzworthy Content
We’ve heard for years now that “content is king”—yet so few marketers seem to understand how to create useful content that isn’t overly promotional for the brands supporting it.
Even for those who understand the importance of rich content, though, it can be costly to get a content strategy up and running. Michael Durwin, director of user experience at Boston Technologies, has nailed down a simple step-by-step process for creating buzzworthy content on a shoestring budget. Durwin spoke about the importance of creating shareable content during his presentation at Geekend Roadshow, a technology-focused portion of the DMA2011 conference, presented by BFG Communications.
Here are his seven essential steps for creating buzzworthy content.
1. Leverage your resources
Leverage your resources on your staff, coworkers, customers and fans,” says Durwin. “If you can find the people in your company that love to do things like tweet, update Facebook and take pictures around the office, grab those people and deputize them. Empower them to publish more content about your brand.”
2. Assign tasks around existing interests
Once you’ve found the individuals within your organization that are already participating in or are very excited about creating content, assign tasks to those people based on what they are interested in and would like to contribute.
Common tasks could including taking pictures, shooting video, tweeting, updating Facebook, blogging and updating the company’s website.
Durwin offered up an example of a woman at his company who loves to take candid photos around the office. He talked to her about being the official office photographer, and every now and then she sends him entertaining photos to post to the company’s social sites. He also identified a Twitter-loving co-worker and put him in charge of tweeting on behalf of the company.