Anyone managing a brand's robust social media program knows the pressure of pumping out continuous content. There are lots of ways to feed the content pipeline, like generating original material, re-purposing old content, tapping syndicated sources, re-tweeting, commenting on forums, posting news links, etc. Being flush with content isn't enough, however. It's important that every bit of content that feeds out connects back to the brand in a meaningful way.
One way to keep content on-strategy is to use a brand filter against which all content - original or borrowed – can be judged.
Filtering brings focus and discipline to content management and an effective filter can simply pose five key questions:
- Does this content accurately position the brand?
- Is it relevant to our target audiences? What value does it provide?
- Does this put the brand in proper, authentic context?
- Will it have traction in media channels that reach our targets?
- How does this content tie back to the business? Does the message leverage brand news, a competitive attribute, keywords, or promote a measurable call-to-action?
How do you align content with your communications and business strategy? Do you use a filter?
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