Skip to main content

Creating “Must-See” Content: 25 Tips From LinkedIn & More

Adapted from this post, which contains a link to the event video. 

Featured experts: 
The tips:
  1. The focus should be on genuinely useful content; don’t ask for feedback on “which dog picture you like best.”
  2. Have a clear goal in mind. Often we communicate without actually knowing why.
  3. Assess whether you’ve been successful or not. Don’t just keep going without taking stock.
  4. Measure not just views, but how long people are viewing and more importantly, whether they take action based on the content you are offering.
  5. Market your products and services, not just yourself.
  6. Avoid thinking of content as an expense; it generates much more value than it costs.
  7. Remember that you’re competing with every other source of information out there.
  8. Don’t put something out just because you want to hear yourself talk.
  9. Negative feedback can be uncomfortable, but if you refuse to engage the conversation will happen without you.
  10. Do everything possible to eliminate content silos in communication.
  11. Don’t be afraid to share content that others create. It’s not about ownership anymore. The more partners you have, the more likely it is that your message will spread.
  12. Don’t let anyone tell you that you can’t do it. Don’t give up. Never give up.
  13. You never know what someone will find interesting. That’s normal.
  14. Don’t be afraid to be interesting.
  15. Begin with something that seems “simple” or elementary as a way of drawing users into your more complex mission and services.
  16. A proliferation of social media tools may be exciting, but they’re more of a liability than a benefit if they aren’t kept up. Consider offering fewer channels with greater focus on each one.
  17. Empower conservative leadership to do great content by focusing on small, achievable wins that will generate great feedback.
  18. Find out who leaders respect and show how your planned best practices are similar to theirs.
  19. Figure out how people actually reach your content – do the best you can to draw a user map.
  20. Always have the video camera ready. You never know where the next good story will come from. Generally, be prepared to spend significant time on finding good content.
  21. Make sure your content offers a similar message across different communication channels. this means paying attention to all the content your agency is putting out.
  22. Differentiate between your different audience segments; each of them will perceive your communication differently. Speak to them in words that makes sense to them.
  23. Avoid using jargon – keep language simple, common, plain English.
  24. Be human, and don’t be afraid to go “old school.” Use email. Have coffee. Trade shows and other in-person events are a great way to reach out to the public and form the kind of connections that can’t be made over social media.
  25. Use crowdsourcing tools internally that help you decide which areas to focus on and put out to the public. Employees know what the public wants and needs to hear.
All opinions are the authors’ own.

Popular posts from this blog

What is the difference between brand equity and brand parity?

Brand equity is a financial calculation. It is the difference between a commodity product or service and a branded one. For example if you sell a plain orange for $.50 but a Sunkist orange for $.75 and the Sunkist orange has brand equity you can calculate it at $.25 per orange.

Brand parity exists when two different brands have a relatively equal value. The reason we call it "parity" is that the basis of their value may be different. For example, one brand may be seen as higher in quality, while the other is perceived as fashionable.

All opinions my own. Originally posted to Quora. Public domain photo by hbieser via Pixabay.

What is the difference between "brand positioning," "brand mantra," and "brand tagline?"

Brand positioning statement: This is a 1–2 sentence description of what makes the brand different from its competitors (or different in its space), and compelling. Typically the positioning combines elements of the conceptual (e.g., “innovative design,” something that would be in your imagination) with the literal and physical (e.g., “the outside of the car is made of the thinnest, strongest metal on earth”). The audience for this statement is internal. It’s intended to get everybody on the same page before going out with any communication products.Brand mantra: This is a very short phrase that is used predominantly by people inside the organization, but also by those outside it, in order to understand the “essence” or the “soul” of the brand and to sell it to employees. An example would be Google’s “Don’t be evil.” You wouldn’t really see it in an ad, but you might see it mentioned or discussed in an article about the company intended to represent it to investors, influencers, etc.Br…

Nitro Cold Brew and the Oncoming Crash of Starbucks

A long time ago (January 7, 2008), the Wall Street Journal ran an article about McDonald's competing against Starbucks.
At the time the issue was that the former planned to pit its own deluxe coffees head to head with the latter.
At the time I wrote that while Starbucks could be confident in its brand-loyal consumers, the company, my personal favorite brand of all time,  "...needs to see this as a major warning signal. As I have said before, it is time to reinvent the brand — now.  "Starbucks should consider killing its own brand and resurrecting it as something even better — the ultimate, uncopyable 'third space' that is suited for the way we live now.  "There is no growth left for Starbucks as it stands anymore — it has saturated the market. It is time to do something daring, different, and better — astounding and delighting the millions (billions?) of dedicated Starbucks fans out there who are rooting for the brand to survive and succeed." Today as …