Content Really Does Rule, But Businesses Need a Plan

The other day — quite possibly for the 50th time — I heard someone ask “So which is better for my business, Twitter or Facebook?” My standard response to that question has become: “Which is more useful to a carpenter — a hammer or saw?”

The problem — and yes it is a very big problem — is that many business owners don’t have the time or know-how to even begin addressing their social media needs. They’ve heard others talking about these free social media platforms, and become convinced that they can ask a few simple questions, sign up for the “best” option, and begin reaping the rewards.

A good carpenter travels with a well-equipped tool bag (hammer AND saw) — but more importantly, he knows what he is trying to accomplish before he cuts the first piece of wood or drives the first nail.

Perhaps the fact that so much of the world of social media is “free” is part of the problem. I believe businesses were more likely to develop something resembling a plan when they were paying relatively large sums of money on newspaper or magazine ads, radio or television spots, or space in the phone book or coupon mailers.

With all these free social media platforms — such as Facebook, Twitter, Tumblr, and the like — planning has dropped out of the equation for a large percentage of businesses and organizations. And if ever there was a time for planning, that time is now. With 600 million people on Facebook alone, there are plenty of opportunities for businesses to get their messages out through social media channels — but make no mistake, the competition for attention is intense.

One of the most important components in a good social media plan is the creation of content. Companies that consistently create or curate quality content have the best chance of winning over more than their share of that ever-important attention. And consistent creation (or even curation) of quality content doesn’t happen by accident. It is the result of a careful planning.

Companies need to know what type of content will resonate with their target audiences, and cause the members of that community to engage and take desired actions. In order to do that, I recommend that the content creators (or curators) consider these five suggestions:

1. Walk a mile in your customer’s shoes – Any time I am trying to achieve a desired action from another person, I try to look at things from that person’s perspective. What is she looking for? What problem does she need solved? What type of newsletter would she find interesting? Too often, we think only about what we want to force-feed our customers. The results are all too predictable. Before you post an article, ask — Would you click on that headline? Would you read past the first paragraph? After reading an article like that, would you return to the site for more?
2. Develop a consistent content calendar – You will make your job much easier if you develop a content calendar. Establishing target dates for the creation of various types of content make it far more likely that you’ll actually follow through consistently. If you follow through on your self-imposed guidelines, your audience will begin to look for your content on the days it is published.
3. Create an idea catcher – If you are regularly creating content, you will benefit from some form of idea catcher — a place where you can stick ideas that could become the foundation of a future column or article, or an idea for a video or photograph. My idea catcher is a matboard divided into categories, onto which I stick Post-it notes that I have written ideas upon. This system allows me to group ideas and move them around as I consider which one to tackle next. Your idea catcher can live in your computer, a notebook, or whatever works best for you. Tip: Always have a way to capture ideas — whether you are in a car, in bed, at a party. Don’t let your best ideas get away.
4. Consume content produced by the leaders in your field – Reading the content of other experts in your field is a great way to elevate your understanding of a subject. Some of my best ideas are ones that build off something I’ve learned from someone else. Always give credit where credit is due.
5. Track and analyze the results – Once you have created content — analyze and evaluate. Web analytics will let you see which content is drawing the greatest interest. On Twitter and Facebook, pay attention to which posts are drawing the most interaction. Experiment with different types of headlines and graphics, post at different times of day and different days of the week. Pay attention to what is working and what isn’t. Continue to refine and improve as you go.

For those interested in really jump-starting their content-producing efforts, pick up a copy of Content Rules, a new book by Ann Handley and C. C. Chapman. It’s getting great reviews, and I plan to read mine in the coming week.

WESTCHESTER SOCIAL MEDIA NEWS — Interested in the arts? Be sure to check out the third edition of The Chat Shop’s West Chat — a Twitter chat that kicks off Thursday at 9pm. This week’s chat is billed as “Engaging Communities Through the Arts.” RSVP to be eligible for some great prizes… For those of you using WordPress, or learning more about it, there is a WordPress Meetup scheduled for February 16, at the Journal News offices in White Plains. Cost is only $5.00 and you can register online... Spots are going fast for the Professional Women of Westchester’s “I Love Networking Event” to be held February 7th at the spectacular 42 Restaurant in White Plains. Men are invited to this event in honor of Valentine’s Day. Cost is $15 and must be paid in advance, so RSVP today… I’d like to thank the folks at Bellizzi in Mount Kisco for sponsoring this column. Founder Isi Albanese has been an early adopter of social media with his Mount Kisco restaurant, and I appreciate his support. I can also honestly say that I was enjoying his pizza long before I’d ever heard the word Twitter! As always, I encourage you to join the Westchester Social Media community I manage on Facebook. Feel free to send any information that has anything to do with Westchester Social Media to me at Chris@WestchesterSocialMedia.com.

Chris S. Cornell is the Director of Social Media at Thompson & Bender — a Westchester-based PR, advertising and marketing firm. He manages several online communities, and consults, speaks and writes about social media. He is also the owner of Cornell Gallery, a custom framing business in Pleasantville.

Adam Stone

Adam has worked in the local news industry for the past two decades in Westchester County and the broader Hudson Valley. Read more from Adam’s author bio here.