Creating “Must-See” Content: 25 Tips From LinkedIn & More
Adapted from this post, which contains a link to the event video.
- Michael Cirrito, General Manager, LinkedIn Federal Practice
- Mimi Carter, Vice-President, Environics Communications Inc. (@mimicarter01)
- Ann Ramsey, Senior Video Producer, U.S. Department of Health & Human Services
- John Verrico, President, Chief of Media Relations, Science & Technology Directorate, U.S. Department of Homeland Security and President, National Association of Government Communicators
- The focus should be on genuinely useful content; don’t ask for feedback on “which dog picture you like best.”
- Have a clear goal in mind. Often we communicate without actually knowing why.
- Assess whether you’ve been successful or not. Don’t just keep going without taking stock.
- Measure not just views, but how long people are viewing and more importantly, whether they take action based on the content you are offering.
- Market your products and services, not just yourself.
- Avoid thinking of content as an expense; it generates much more value than it costs.
- Remember that you’re competing with every other source of information out there.
- Don’t put something out just because you want to hear yourself talk.
- Negative feedback can be uncomfortable, but if you refuse to engage the conversation will happen without you.
- Do everything possible to eliminate content silos in communication.
- 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.
- Don’t let anyone tell you that you can't do it. Don't give up. Never give up.
- You never know what someone will find interesting. That's normal.
- Don’t be afraid to be interesting.
- Begin with something that seems “simple” or elementary as a way of drawing users into your more complex mission and services.
- 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.
- Empower conservative leadership to do great content by focusing on small, achievable wins that will generate great feedback.
- Find out who leaders respect and show how your planned best practices are similar to theirs.
- Figure out how people actually reach your content - do the best you can to draw a user map.
- 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.
- 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.
- Differentiate between your different audience segments; each of them will perceive your communication differently. Speak to them in words that makes sense to them.
- Avoid using jargon - keep language simple, common, plain English.
- 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.
- 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.