In a previous blog I talked about Jay Baer’s unique content strategy approach in his book YOUtility. Jay’s main theme in YOUtility is that content can be amazing or it can be useful. Having amazing content is difficult, while having useful content is more obtainable and engaging. I won’t argue that part of your social media strategy should be having useful tips and tricks for your audience. I will say that having amazing content is not only possible, but also quite valuable. I believe that graphics, promotions and special events can be amazing if a content producer is willing to try.
Graphics can be the bane of your existence when you’re coming up with an amazing content strategy. After all, graphics are time consuming and expensive. If you’re getting them out-sourced, that money is coming out of someone’s pocket. If you’re trying to do them in-house or on your own, a lot of time and energy will be spent on trying to find or create the right visual—perhaps without the skills needed for the task in the first place.
- TIP: Make graphics amazing by hiring someone with the right skills and experience. If this is in-house, invest the time and money to hire a stellar graphic designer. If you’re outsourcing, go with the best agency or freelancer you can find and afford. You will save yourself so much time and agony by just spending the money on a professional. It’s also important to make sure you have a clear vision between your graphics person and yourself or your client. Amazing content will not come from miscommunication.
Promotions can be quiet troubling for content strategy. Jaded content producers will roll their eyes and try to repeat the same tired tweet or email newsletter about a new product. Uninspired social media strategies will involve repetitive contests because they tend to work, despite creating diminishing returns as followers get sick of the same old Facebook app.
- TIP: Make promotions amazing by focusing on your intended outcome or asking more questions of yourself or your client. What do you/they want to gain from this particular promotion? Are you/they trying to sell a particular product, or just get people in the door? Those two desires require an entirely different content strategy. For example, if you’re trying to sell a particular brand of bourbon, you don’t want to do a Facebook contest where people name their favorite cocktail. People can post about any kind of alcohol they like. Focus is important for promotions.
Special events can be incredibly fun in social media strategy. They’re easy to talk about, fun to plan for and most followers are going to be interested by default. This built-in interest can be a curse for content producers, though. Easiness breeds stagnation, and even the best special events can lose attendance without diligence.
- TIP: Make special events amazing by trying new things. I hate the phrase think outside the box. Forget the box. Throw the box away. If you have never tried to reach out to local news organizations for your special events, try it now. Perhaps you haven’t bothered with Facebook ads before. Now is the time to try. If you execute social media on behalf of a client, you also want to make sure you have all available information from them, because they can often help you find new and interesting ways to approach the subject.
In case you didn’t notice, communication is the central theme here. Know your brand inside and out, and if you work with clients, then mine as much data as possible from them or your content strategy won’t be amazing.
Do you have any special tips for creating amazing content? Let us know in the comments below!