Melissa Rach’s post on the value of content includes a comment from Blair Enns that mentions a benefit of creating your own content, and is something I would like to expand on.

Blair points out that creating your own content can make you smarter, which is a very good reason to create your own content. I would add that creating your own content can make you a superhero. (more…)

Too often, I find that content is defined as ‘whatever the receptionist feels like writing about’. And nothing against receptionists, because we all know they are the ones who are really running things. It’s that having made the decision to create great content, it cannot be left up to one person, not to mention someone who is left to create content between other priorities. Great content needs to be the priority, and, the burden and pressure of content creation should fall on a carefully chosen team. (more…)

Do you have a content plan for your social media strategy? Like a peanut butter sandwich without any peanut butter, your audience will very quickly know what they’re missing–and be very disappointed. My last post offered up a formula for great content. Though not quite as magical as having a fairy, it is nearly equally as beneficial. Good things always happen if you have a fairy, and, when you have peanut butter. In this case, the peanut butter (i.e. formula) looks like this: Relevant + Compelling + Unique = Great Content. To give you an example of what having a content plan and how you should execute it on your social channel of choice, I’ve provided a critique of mtv.com.

MTV.com: relevant content

I like how MTV.com puts the ‘great content formula’ to work–on their home page alone! First, let’s evaluate relevance. Look at all the content that revolves around the world of the music lover. By the way, relevance includes what you decide to put on your site (social channel, etc), AND what you decide NOT to put on your site. Look again–sales hasn’t been allowed to move any rubber-handled spatulas–anywhere on the site. Because it wouldn’t be relevant. What is relevant to your target? And if you don’t know–and know specifically what that is, stop what you’re doing (because you may actually be working on something that is not relevant to your target) and find out.

MTV.com: compelling content

How do they make their relevant content compelling? With ‘all of the above.’ Words, pictures, videos, gaming, interactive pieces. Using their brand’s unique perspective and focus, they capture the right angle on photos, creative, headlines, story angles, etc; all of which support the personality they’ve created that exudes the persona of one who lives the young, hip, music lover’s lifestyle. Whether you intended to or not, your site has a personality. Is it one that attracts or repels your target?

MTV.com: unique content

How have they chosen to communicate what the target needs to hear (what you need them to know or do, that also addresses a want or need), the way they like to hear it (uniquely presented to be noticed and to make an emotional connection)? Here, you want to evaluate style and substance. The background colors and imagery alone communicate the spirit and energy of their target, but also reflect a season in the lives of their target. At the time of this post, they have a Halloween background. Details like colors, emotions and what your target is currently experiencing in life are all considerations when you create ‘they way they want to hear it’. Regarding substance, notice how very, very easy they make accessing ‘who they are/what they do,’ allowing direct emotional connection, and,that the connection is never static.

Having a content plan cannot be an afterthought. When you are focused on your target’s hopes, dreams, wants and needs, it will be where you start.