Your brand regularly posts on Facebook, Twitter, Instagram, Snapchat, and the local Starbucks community bulletin board. Your website requires some casually brilliant thoughts. And, of course, there’s the quasi-bi-monthly newsletter, too.
All of which amounts to a borderline-overwhelming demand for storytelling. But don’t freak out (save that for when “The Office” leaves Netflix) the constant content conundrum is solvable.
Establish content pillars.
Start by defining a handful of roles that content can play for your brand. You’re essentially setting small challenges to work against. And people are more creative when problem-solving than just filling space.
Consider your customer’s purchase journey and what they value from you—say, a steadfast promise to have the meats—and let the pillars guide you.
As anyone who trailed off in the middle of the last sentence can attest to, attention spans aren’t what they used to be. Regardless, don’t sleep on long-form content. Whether you create an infographic, a podcast, a white paper, or a video longer than 30 seconds (they exist, and sometimes even star Ed Sheeran), so long as it’s engaging, there’s value in your investment. Plus, your masterpiece can be broken down into bite-size assets to use at another time.
Make it serial.
Not only is it inefficient to make every social post its own independent idea, but it also makes it difficult for followers to know what to expect from your brand. So, brainstorm for bigger ideas: content series that are almost mini-campaigns. As these ideas expand over time, your brand’s fans will stay tuned to see what’s next.
So, let’s put some brainpower behind our posts and put out the sweet, sweet content that serves customers so well. After all, there’s a whole history of branded content to honor.
Have a royally awesome weekend, everybody!
—Your always-improving, never-content friends at Brokaw