Content Is King

Today everybody is a content expert.

DSCN2216“Years ago we used to just call that communications,” said Jon Newman of the The Hodges Partnership. He was speaking to a group of PR practitioners about how content is king.

He challenged the audience to consider several questions, including:

  • How are we going to spread out the content?
  • How are we going to manage it?
  • Where are audiences getting the content?
  • What is competing for their attention?

Newman cited one study that said 90 percent of information comes from screens, whether it’s a computer, tablet or smartphone. People spend 4.4 hours of leisure time in front of screens.

“Think about what that means for your content,” he said.

One of the challenges for many is that with all the screens, more content is needed. Jon challenges that notion and suggests that most of us actually have more content than we realize. His recommendation is to conduct a content audit. One way to track is to use an editorial calendar. At least 20 percent of your content should be original and the rest can be from other sources. “Then it doesn’t look like you’re simply selling or pushing your content,” he says.

Once you know your sources of content and you know that people are using more screens, think about how you deliver the content. It’s okay to repeat content on different platforms because someone who follows you on Twitter may not read your blog. Sharing content visually is important, too, especially on screens. Most importantly, content must break through the clutter – quality counts.

Engage, Converse, Build Loyalty

Frequently I am asked how I find time to “do” social media. My answer is simple, “How do you find time to answer the telephone?”

For me, social media is a part of communications. Personally I use it to write this blog and share ideas and thoughts with NFPW members, peers and colleagues.  It’s a platform by which I can engage with many across miles while we converse (I hope). Over time, I hope to build some loyalty to this blog and to NFPW. I use it for the same reasons at work.

If you aren’t working on engaging, conversing and building loyalty, no matter what platform you use, you are going to have a difficult time communicating, growing your customer base or sharing ideas.

Conversation by nadydesign

Social media is about the art of conversation. It’s about relationships. You need to ask questions, engage and share information through links. Most importantly, it’s about trust.

As with any communications tool, you need to have the necessary resources. Obviously I need a computer and Internet. But I also need access to images. More importantly, I need time. I build my social media time into my day — or should I say evening?

I’ve created a schedule of posts and ideas. It’s not easy committing to twice weekly posts but it’s my self-imposed goal, and after doing this for more than six months now, I’m beginning to develop a small following. Thanks to each of you for tuning in; more importantly, thank you for sharing your suggestions, which I try to incorporate into future posts.

Reading other posts and commenting also is important. It’s not all about me. It’s about engaging. I learn so much from others. I presented on this topic last month at the Richmond PRSA meeting. This week Jon Newman, a colleague, is tackling the subject from a different angle, and I’ll be attending the session because I know I will get a fresh perspective.

Metrics are important, too. For me, it’s not about the number of followers. I’m interested in the number of comments I receive – either online, via email or face to face. After all, I want to engage and converse with my fellow NFPW members and colleagues.