Digital strategy: rich content is not a luxury!

We have been talking several times of content strategy among my previous posts on this blog. This reminds me of how necessary it is to insist on what content can be created nowadays. And how it is important to be sufficiently efficient in order to be properly assimilated by your audience.

In other words, if “content is king”, it is absolutely necessary to understand that content deserves its crown: and to do so it has to be adapted to your audiences to fit their expectations… and you have only 15 seconds to catch their attention!

Therefore, using rich content is also key! If you want to attract your customers and maintain them, treat theme like kings and start by sharing valuable content with them!

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Tell your story:

This will also allow you to go a deep further by taking real engagements as well as creating your own legend.

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I really like the Chipotle’s campaign: the scarecrow represents the abnormality, the exception. But finally, it will manage to propose something new and with real benefit for the others. Between Don Quichote and Batman, this scarecrow it is no more a “IT”, but becomes a he with personality and ability to improve others life and satisfy their expectancies by being committed with what he prepares

Prolong the experience

Chipotle’s strategy is very interesting because they have understand how critical it is to have a multi channel approach in order to enhance the experience and also make sute this experience will be a long term strategy that will help to create a real saga with a hero!

With Chipotle’s Scarecrow, you’ll have the opportunity to download a videogame where you’ll be able to play with this character:

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Use your audience

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As Coca-Cola has recently begun to do it in France by mobilizing key instagramers users and conciliating this with a huge advertising campaign.

By using instagramers, Coca Cola France aims at creating user generated content through other instagramers

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Keep writing… but aim at engaging with them!

Because writing is also a good way to improve your seo. Because some of your audience wants to read. But also because it shows how real you are! How to do that?

To my mind, I think, one of the best ways to do it is by:

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  • Asking questions: what do they want, how do they feel… example: “is that me or this bird seems to have been eating to much seeds or ice creams?”
  • Illustrating with key facts!
  • Providing them with synthesis or reports: due to infobesity, we are surrounded by content, charts and figures… Let’s try to digest them in order they could be more easily digested by your audience…

Do you have any other ideas to catch this attention? What would be your advice to create this content?

Social media engagement: do not think your community exists, you have to create it!

I’ve been writing a few times that content has to be designed according to the expectations of your customers. Easy to say no? I must admit we need to go a little deeper in this!

Share content expected by your community… once you know your community! What all this imply for someone who wants to take the leap of social media engagement on behalf of his company?

Identify your potential community…

It’s not only about gathering and getting new followers. You have to engage with them if you want to reach them. But before that you have to think of what people can really be valuable for your business… and as a result think of what valuable information you can bring to them.

Creating a contest with great prizes is generally used to do so. Yet people might want to win the contest because of the prize, not because it is you or your company that is giving the prize. In other words, you’ll have a huge amount of people who could connect with your social media account, with no future intentions of receiving any other things from you except this super travel you want to offer to them at the moment!

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Finally, If of course I can be really interested in travelling to South Africa, it is required to consider to what extent the community created around this event is really valuable or not. Of course, some will definitely go to South Africa one day, but the rest of it might be more opportunistic and would just have traveled there because they have won the price, not because they dream of it.

Speaking of dreams, it shows how important are emotions on social media as soon as you want to create a community. Sharing pictures on behalf of a company aims at creating emotions. Amex for instance shares pictures from concerts, fashion défilé etc…:

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Amex strategy is interesting because it its instagram account shows also events in which some of its customers are invited. So if you want to be part of the club, think of Amex! 🙂

Because in the end if you for instance intend to raise the awareness of your customers or of potential customers about your brand, the message can’t be only reduced to the products you are selling. You have to think for your community, before your own interest!

then you create your community!

Once you have defined a few ideas about what you think your community can be. You’ll create it: by sharing, listening, engaging, answering to their remarks, expectations, will, etc…

By doing it frequently but above all, accurately this will show you are committed to bring valuable information and discussions to these people. Since sharing content and information is key in every single content strategy you might design. You can’t afford to only fire and forgot a content when it suits you once in a while.

You have to be active, not only because algorithm are what they are, but above all because your community exists around the information you share and the interactions (RTs and favs for Twitter, Likes and share on Facebook, etc…) discussions that are linked to it. You create something with them, there must be a reaction. Like in this video for instance:

Accurately also means that you know when this activity happens!  I usually escape every article claiming that the key in terms of digital brand strategy is key moments to post. Of course there are some moments during which your community might be more connected. It implies that you know your community first! And then you might be able to determine what are the best moments to post your content.

As a conclusion I would add that again, all this implies that you are able to listen (see one of my previous post on that topic), understand, accept and react to your community comments and expectations. But relax, isn’t it what we do in real life?

Start blogging? 3 causes of stress and… satisfactions!

The first few articles I’ve already posted make me noticed how difficult it can be to be really invested and fully dedicated to design regular blog posts.

Creating valuable content is therefore a real challenge, and so it is for a brand that would like to increase its visibility on the web… without saying about a new amount of stress! Who said social media could help decrease stress?

This guy may feel stress because he is still using this old computer isn’t he?4ec20_185aa_Social-Media-Stress-e1336983593891

 1/ Time to be invested

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Finding ideas and inspiration is a daily exercise… Of course tools exist in order to be more reactive and to benefit of an “systematic monitoring and collection of topics” (personally I would add ScoopIt), articles that can be used as a starting point in your thinking.

Still, analyzing, elaborating a understandable frame in order to give an enlightning vision about it still requires time to think about it, and time to share this vision with others.

Adding visual elements is also dramatic in so far as you’ll have to find pictures, infographics and videos that are accurate and in line with the tone of the blog…. without even saying that you’ll also have to be sure that you have the rights to use it (this I have to learn fast!).

All this implies that you have to develop new competencies by finding accurate information, tutorials, understanding them and then apply them!

2/ Competencies to develop

WordPress culture: WordPress is a really good looking interface but as any tool… it is technical and therefore if the potential is high, so is the efforts in order to manage all the features available and not to be drown in it!

keywordsSEO techniques: I personnaly didn’t have a look at the plugins and tools sections for now on wordpress. I first want to handle properly the main setting of this blog editor. But seriously… when you hear of “keyword density”…Don’t you want to run away claiming that you are innocent? poor thing!

Graphic design: I really want to improve the blog’s visual identity in the coming month, in terms of templates used on WordPress as well as in terms of potential logos and pictures. This will also be linked with efforts to hae a more user-friendly interface.

3/ Fear over being read or not or making mistakes

I truely think that if you decide to start a blog you do it because you want to proove yourself that you are able to do it. As a result you also want to create the so called “valuable content”. A that is a huge source of stress indeed 🙂

Besides, you can also be followed by the fear of making mistakes. Writing things that are wrong, writing in an unapproriate manner or juts making spell mistakes or write gramatically incorrect. You can invoked a lot of reasons for not doing it. But by doing nothing, you’ll learn nothing!

Why continuing?

Woo_hoo_posterFirst, I’m really enthusiatic about creating this blog and sharing with you a few of my experiences. I also aim at growing my readers community and getting in contact with some of you in order to discuss such topics in the future. It is also a real luxury to do things we like!

Among the topics I imagine focusing on in the next few weeks, I’ll be detailing the potential of social web campaigns run on Instagram and Pinterest. I’m passionnate about photography so why not seizing the opportunity to share on some of my passions?

Feel free by the way to also connect with me on my Instagram account!

 

As you can imagine, i love travelling and therefore I’m also really inspired by tourism industry and will share some of my insights about this industry in the coming weeks!

In the meanwhile, I really thank all of you for your first impressions, share on social networks and advice! All this makes me grow! Hope to connect with you soon!