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's fed 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:
1.
Does this content accurately position the brand?
2.
Is it relevant to our target audiences? What value does it
provide?
3.
Does this put the brand in proper, authentic context?
4.
Will it have traction in media channels that reach our targets?
5. 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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