I was at the Smash Summit yesterday, and I had the opportunity to listen to a lot of great speakers about Social Media and where the ecosystem is headed. There was some great insight across the board, but I realized that the one thing that I think I don’t write enough about is the value of really really good content. It’s easy to get caught up in listening to the conversation and trying to figure out your share of voice, but if you’re looking to get something positive to go viral… it’s actually pretty straightforward.
Have good, interesting and engaging content on your site (hopefully that site is sitting close to the proper side of the sales funnel), and make sure you have as many ways as possible for your audience to share that content. Not only should you have share widgets all over your content, but you should also have embed codes which can allow individuals to grab your content and put it on their sites, blogs, etc. If you’ve branded your content properly, you are only increasing the reach of where your message sits. So don’t be afraid to give it away. As Stew Langille from Mint.com said, “It will come back to you, in the form of customers”.
We tend to forgot how important content creation can be, and some of the more successful campaigns can be those in which your customers help develop the content itself and then spread the word amongst their friends. Whether it is a Crunch Gym Shorts Video or an Office Max Jib Jab Christmas Card, this is word of mouth marketing at it’s best. Brad Jefferson of Animoto (a startup that automatically creates professional videos from uploaded pictures) gave some great examples of how the company will be using revenue sharing with corporate brands to help them spread messages.
Using a mix of these content creation tools and simply putting together engaging content, I think organizations have a real opportunity to be a part of the conversation in a way that actually resonates and drives new customers to make purchases.