Social media has itself created a revolution worldwide, where brands and consumers can connect directly around content and conversation. This revolution has changed the way brands market, as well as how they deal with prospects and customers in many ways. The change has allowed consumers to take a much more active role in shaping everything about their favorite brands methods and tactics.
We have seen social media solidifying its place within larger brands and now small and medium businesses are also adopting it at a fast pace. We have also seen how content sharing has become the center point of social activity, sparking the conversations and leading to deeper relationships. Social media has given content “the” platform that enables it to be seen by far more people, shared and consumed more effectively than previously imagined.
The second wave of the content revolution is content creation. Now of course we have had content creation even before social media became what it is today, however I believe social media is migrating again to raise the level and the requirement of content creation to new heights. The next coming requirement for all brands, marketers and individuals using social media for marketing will have to develop an effective strategy of consistent, relevant and engaging content.
As more and more consumers join both mainstream platforms like Facebook and Twitter, as well as more specialized networks like Linkedin and Pinterest, more and more content is being consumed. The growing demand by consumers for more fresh, interesting and relevant content is only going to continue to scale. The ever increasing noise as a result of this growing volume is going to put more and more pressure on brands and marketers of all sizes to consistently put out fresh, unique content. When I say all sizes, I mean the local mom and pop restaurant, all the way through International brands.
Some larger brands have a significant advantage in some aspects in this next phase of social media content. With substantial budgets, numerous ad campaigns already in place and larger resources, they are going to best execute to this growing need. Small/Local businesses and/or their social media agencies will have to become experts in content creation or at least allocate financial resources to the endeavor if they are going to compete and win
What should you take from this post? Start shifting your planning toward content creation. If you are a social media agency, start putting consulting and creation options in place that help your clients move in this direction now, so they are leading in the space. Develop solutions that enable your firm to capture more revenue, while covering this aspect for your clients.
Very soon it will not just be about having a presence in the social graph and sharing relevant content, but also about consistently developing your own fresh, unique content that your audience will value and share. A commitment to doing it and then executing it is not cheap, but it is a lot less expensive than being left in the dust by your competition!
Must have consistent content creation types for ALL businesses will be:
1) Blog – Yes many have them now, but being consistent with frequency and a strategy that caters to your audience and not just your company information is required. Focus on what it is your audience wants. Give it to them in creative ways that keep them coming back for more.
2) Video Content – Not just a YouTube Channel of your company product videos, but relevant, fresh content surrounding your audiences interests. Entertaining, humorous, relevant.
3) Photo’s – Look for unique ways to bring photo’s and images into your content stream. The birth of Pinterest has once again highlighted the need for content creation that delivers value to your audience. Again, you need to be creative with your photo’s to make them relevant and interesting. Tell stories, moments with customers, humanize your brand and entertain in order to capture your audiences attention. Create graphics from regular photo’s to extend the reach.
Again, content creation is going to be a requirement for all brands, large or small to compete. Start planning now and lead in this revolution.
Robert M. Caruso
@fondalo
Founder/CEO – Bundle Post
I couldn’t agree with your article more. Although the internet is relatively young in it’s existence it continues to evolve rapidly. From Myspace to Facebook and Twitter to Geo Jobing it all seems to have it’s place in the world.
I think that content creation has to do more than capture attention. A lot of companies have been doing well in capturing their market’s attention for a long time, but they haven’t done more than that, such as keeping them aware and informed. When it comes to content creation, I believe that you always have to think about the next step: “What happens after I capture their attention? What should I do after I get them to visit and comment on my blog? What should I do after I get this number of subscribers?” These are examples of questions that content creators should ask themselves.
Social Media sites are fragmenting and users are going off to their niches. Newbies will still use the sites to decide where they want to go.
Please don’t cry in bed–it will necessitate fresh linens and make you sad that you soiled favorites on bed.
Content always was king!
Thank You Simon
Thanks
Totally agree with the post and been thinking about it lately too. Presence is great but creating content seems to be the best way to get the results from thins presence.
Nice job putting together a clear article. You understand it well!
100%! Content creation is really main challenge!
You can’t overestimate the importance of good content. Yet so many people aren’t able to do it consistently. Good post!
Great article. Good advice.
Amen! You nailed it again. And I know adding pics (always use retro pics from the 40′s and 50′s)has added a lot of “likes” to my blog. With so many out there, you gotta stay on message…thanks again
Sharon
Generic post about content marketing relating to Awareness. Nothing bad but I feel most people do not talk about the Consideration and Conversion segments enough.
My wife and I just had a discussion about this last night. She at this time does not feel that nurturing an online presence and game plan is worthwhile.
I on the other hand a would like to devote a person to doing nothing but!
Great article! Better no website than a badly maintained one.
Bob, you are right on. Your content and the people who you surround yourself and their content is so important now and is only gaining more prominence. Great article. Greg
Content creation is the heart of social media. With good content, relationships with other people can be developed over time. Weak content, on the other hand, fails on social media.
Bob,
Yes, I think fresh and unique content is the name of the game.
Gaye
Yup Content is King, but original valuable creative content creates a kingdom! King is useless unless he has a kingdom and loyal subjects to follow him!
They’re all ranting and raving about Pinterest. Anyone looking at their referral pageviews (in Google Analytics)? I’ve got 50+ people following my boards, of which I have 6, and Pinterest is my no. 12 source: 30 views, last 30 days. StumbleUpon is no. 1 for me (and most people): 4,226 views, last 30 days.
So, where should we be sharing better…?
Excellent content!
I fully agree that harnessing the potential of social media for all brands both large and small.
Twitter is especially useful because it is simple to use and allows instant feedback from customers.
Even better is that many customers will tweet about a problem rather than pick up the phone and contact customer service.
So this is a huge opportunity to spot unhappy customers in real time and win them back.
I have seen it happen and it works.
Patrick.
Concise and to the point – bravo! This next frontier, content creation, I believe is going to be much more challenging for most than the first evolution of sharing. Images play an essential role, IMHO; with all the “noise” and competition, images grab the attention of those with so little time to devote to the many calling for it.
Great article. Seems like social media has created a shift towards content creation.
Pondering… thank you.
Very good stuff! Now if we can just get meaningful content it would be a nice plus and make the online world a more useful place.
I completely agree! Luckily, I am in the business of content creation and I enjoy it very much. Business is booming and I love what I do. It’s a win-win.
great article
Love your info Bob! We also think, like you, its important not to be selling. by just providing info you become a valuable resource.
Very informative & well written. Thanks!
Yes, content is king. Original ideas will be essential to attracting audiences who are already on information overload.
Also key will be getting the message shared. Even the best, most original ideas are useless if no on hears them. Virality is already a game changer, and Pinterest is taking that to a whole new level.
Thanks for this post, Robert.
With Google ranking quality content higher than just junk, I’d say that it’s pretty important
It has ever been the unique content which will win. Nowadays everybody has to digg through tons of spam before finding the valuable content.
Social media, being what it is, will always push us to do better, more, fresh of whatever we are doing. Great article!
Erin
I certainly agree that content is the key. At this point most commercial social media output is just noise to me and I follow very, very few non-individuals on Twitter, Facebook or Google+ !
Great article! Exactly right. That’s really all I can say. Maybe content creation needs to be better helped by social media in the same way that content sharing is.
Excellent information, as always, Bob!
Well said, and not only is content king, I think it’s “engaging” content that is king. How to make it engaging? Interesting? And do so consistently? One of the easiest ways I know is through surveys and asking your customer what they want. Then sharing/commenting on the results…this lets them know they’re being heard and what you’re going to do about it. My 2 cents
Good advice, but I don’t know how people are finding the time, even using HootSuite.
Nice article here..
Real Estate: Location, location, location!
Social Media: Sharing, sharing, sharing!
Secret Ingredient: Content, content, content!
Just my honest opinion, if you are a company just now thinking about including social media, you’ve already lost!
However, its still not too late for brands to “pop” out of no where. Take the YouTube Channel EpicMealTime, in just one short year, they’ve dominated their space.
But getting in right now to just be or play a part in mediocrity, could spell disaster.
I like the points made about the 3 tools to use, but people need to think bigger!
When it comes to video, use tubemogul. When it comes to blogging, use a content network and tools such as onlywire.
To be at the front of a trend, you have to know the tools to use. When jumping into a niche, set out to dominate, not just contend.
-Dereck
Right on the money!
Great article! Congratulations
Aloha. Bob, nice seeing Robert over here who consistently delivers a wealth of information in easily digestible form. Thanks once again, Robert, for these gems.
Judging from what’s happening with Pinterest and Instagram, photos, photos, photos are going to be HUGE and we already know what’s happening with video.
People want snapshots of what a person or a post is about. Photos and videos convey those in an instant.
Wishing you both a Wonderful Wednesday. Aloha. Janet
Unique, Fresh, Quality, Engaging content remains king of the net.
you need to stress that content be original and not STOLEN!!!
This article preaches to the pulpit. Sharing everywhere.
I agree on your 3 statements. Fresh and interesting (sometimes humourous) content is what a brand/company needs. Social media became a very large industry in the last years and many startups failed because their marketing strategy wasn’t good enough. Social media already influences things like stock exchange trades.
Keep up the good work!
Excellent thoughts. Thanks
I couldn’t agree with you more Bob. Social media allows an easy entry point, but if people do not focus on what makes them unique, others will become bored quickly if all they are doing is re-sharing.
Video Content is going to get bigger, and I think we are seeing more of this daily. News professional are now playing Youtube videos on their news broadcasts. What is that telling you?
We’ve known for awhile now that video is huge and developing more everyday as is mobile advertising. For businesses large and small, if you’re not online, you will be left behind. Company blogs must offer fresh, relevant content to keep their audience returning, engaging with customers and resolving issues quickly and positively will also be imperative to success.
What’s your view on professional produced videos vs. amateurish self-made youtubes ?
Really good article. I was quite familiar of some but appreciated the tips I didn’t know
Absolutely true!! Content is the most important thing for survival in Social Media as well as SEO.
Great article Bob. Content is definitely King!
From my experience I have found that most content is niche specific therefor useless to all but those in the club or very very bad. Add to this the shear redundancy of the same topic rehashed and churned out as pabulum for the masses. I find 80% of all content below par.
I would not put Resume bear in that lot.
I’ve seen so many companies put time and money youtube channels that no one will watch. They could benefit from giving this article a read.
Great article and some great comments; one thing that I think companies small and large need to get better at, relative to content creation, is to design the content to be shared on different platforms. The message should be consistent but I think there should be different information shared on the company FB page vs a Linked In post. It should all tie together without being a simple repeat. And there should be a defined goal to posting the content at all.
Don’t talk just for the sake of making noise – set out with a plan to get people to subscribe, order, request more information… some call to action has to be part of the strategy.
Very well article. Article writing and social networking are going together!
Excellent Article that communicates that all businesses whether mom and pop or corporate will need to have an active social presence in the future to be relevant.
Excellent article! Consistency, originality and above all quality of content is what rules … much more difficult (and time-consuming) to get right than it sounds!
The cry in social media from the beginning has been content is king, and conversation is queen.
That’s not going to change, those able to generate content, consistently, and with a fresh twist will be ahead of the game.
Excellent article!
Thanks for the nice Article!
I just say: content is king… but don’t forget about the quality!
Thanks for the nice Article!
I just say: content is king
Great post, I can totally see the value of creating fresh, attractive content on a regular basis – and I’m sure that that kind of content creates great opportunities for interaction.
Very good point from Liz ( as always
)- how many examples can we think of on Empire Avenue where people arrive like a meteor, only to end like a damp squib a couple of months later.
Original content, not bought and paid for content is what people want. If they wanted the company line, they’d go to the company’s website to see its praises sung. People thirst for open and honest, not copy and paste.
I am in 100% agreement. When I began blogging for greater human/animal awareness in both the domestic and wild world, pet bloggers were on the rise as everybody signed up for a free blog to write about their dog.
After two years in this arena, I’ve come to see my Google reader filled with nearly identical product reviews right down the list, depending on which brand is pitching that week. There is nothing original here. I have lost interest in all but the blogs who create their own quality content. The rest is a waste of my time.
OMG I *love* you – content creation and content strategy are what I do (after many years toiling in the big-media trenches, learning what separates great content from crap), and only now are prospects starting to actually *understand* what I’m offering.
Content rules. Always has. From cave paintings to Dickens, from “Citizen Kane” to “Hearts and Minds”, the ability to tell a story is what truly sets humans apart from the other mammals we share the planet with.
Video is more complex – and I’m not just saying that because I have what I call Broadcast Professional’s Syndrome, and therefore have a *much* more critical eye when it comes to video content – and most of it is utterly unwatchable. Make something that TELLS A STORY in a way that connects with WHO YOU WANT TO TALK TO. It’s not about you. It’s about your audience. What do *they* want?
Act accordingly.
It’s all about content
content about…. content.
I do agree with most of what has been said. But one disturbing trend that I have seen by many using social media is forgetting the “social” aspect of it. Social media gives you an opportunity to have a dialog with your customers and perspective customers. I see too many that see social media as a free way to advertise, but they fail to engage in any interaction with their readers.
I’ve been seeing more info around indicating this is the direction to head in. Timely and valuable topic — Thanks!
Great and VALUABLE post! Thanks
Sometimes I wonder how much social media becomes an echo chamber, where the same engaged individuals populate each others circles, but the average person tends to be more limited to his own friend network. It is only when content that is legitimately inspiring gets produced that viral distribution occurs.
Great article and so much truth to it. I find that as a consumer, I’m disappointed if a company does not create good social media content, it definitely affects my opinion of the company and likelihood to do business with them.
Content has always been king. Now more than ever.
Good article.
Creating content is not going to be enough. The way I see it, the content consumers on the social networks will not be satisfied with old methods being re-directed to the new platform. Consumers want to be talked with and not talked at so the content created needs to be interactive or at least the result of interaction with your audience.
Great post.Agree with you Bob, video is future.
Great post. Quantity is the base, and quality is the excellence.
Great solid information and insight here. I do believe the world of social media will reach a saturation point and then just hold steady. The ones who will weather that point are those with consistent valuable content. Not necessarily the most wowing content but consistent and if not unique in every way, at least unique in expression and communication.
Great article, Bob. If you want to be relevant over the long term, you need great content.
I agree with others, content is king. Also, video content should be within the grasp of most content creators these days. You can shoot the equivalent of a high quality art film on an iPhone 4, so everyone should be trying to come up with that kind of content. It spreads so rapidly as well.
I think you hit the nail on the head with one point (and one problem) with social media – consistency. Social media seems easy because initially you are just sharing…your ideas, your feedback, your life, your observations, etc. But most people are not used to sharing on demand, according to a schedule. They share when the mood strikes them and when it is convenient.
This is why so many people start blogs but so few of them are active a year later. Unless one is a natural-born writer who loves to share their work (and those two aspects don’t always occur together), posting regularly, even just once a week, can turn from a pleasure to a chore unless you have a clearly defined niche and one makes time for discovery, research, writing, editing, the whole process of creating and sharing worthwhile content.
I think this is where I disagree with experts who advise that EVERYONE should have a blog or website. In many cases, having no blog is better than having a blog that is not updated regularly, whose posts cover a 2 month period back in 2009. That can give an impression that the person doesn’t stick with a project when they just are another person who found that regularly maintaining a blog wasn’t as easy as they thought when they created it.
thank you Liz
Very good point, Liz. Better no website than a badly maintained one.
You are right. I think the video is very important for a good and effective communication
Content sharing and the ease of how it is shared has certainly grown. So yes, you are right: The creation of fresh, unique content is key and very advantageous, especially if your branding continues to remain with the content as it is shared around the world
Great article! The use of content in its various permutations is important!
I’ve been treating social media this way all along–arguably back to the eighties–ignoring early warnings against attaching a personality to what’s fundamentally a business account, tweeting and posting whatever comes to mind regardless how little it has to do with what I’m ultimately marketing. To my thinking, if I didn’t like doing what I do professionally, I wouldn’t be doing it; so, that’s just one thing of interest to me, among all the unrelated things I talk to people about every day.
Nowadays I sometimes have the impression that what is actually out there is rather Quantity than Quality. Sure, businesses and people should provide unique and valuable content, but there’s only so much of it out there. Also I think it depends a lot of the area in which the business is active – different business strategies require different social media strategies…
Very valuable information. Things move so quickly online, but content is still key.
Totally agree. Content creation has always been important, but now it’s a requirement, like college degrees used to be optional, then necessary to get a decent job. Of course, a degree is becoming obsolete in many industries but that’s another story.
This is a really good one. Congrats.
Content is the real meat and potatoes of social media.
You are absolutly right. Content is essential and must be provided by additional value for the customer.
Kind regards from Germany
Hansjörg
Social media revolution realy helping to small and medium businesses. It’s true.
Great article!
I’ve always believed fresh content has been the key and I don’t think that that it is a particularly new trend. Appealing to audience tastes is just a must and again always has been. I do agree coming up with something new and vibrant is essential however hasn’t that yet again always been the key to a sound business!
Your absolutely right! With more and more people getting on Twitter and with the mass amount of people already on Facebook, the amount of content that we’ve seen this year has to be double what we saw last year at this time. Companies that have not embraced these options are going to have a hard time keeping up with the competition.
Social Media is something you going to have to do if you want to succeed.
Yes,I think so many businesses are totally underestimating the power of video. I am encouraging all new contributors/advertisers on my sites to ADD video…..well, only if they want to be seen!!
As a very small business it is hard to be in all of these channels. There are so many directions to go. Makes my head spin. Which one will be most effective?
Content is the real meat and potatoes of social media.
Documentation Beats conversation. The more content you can get out there that’s unique and factual with all of the above mentioned the better. This is a Great Artical.
Great article that creates a road map for anyone to follow.
Content is king. The search engines look for dynamic, relevant content. Consumers and businesses do as well. Create usesful, meaningful content, and the world will build a path to your website and social pages.
Excellent article that’s right on the money. Fresh, engaging and relevant content – and the ability to deliver it through the right networks – is only going to grow more important for businesses of all sizes.