10 Content Lessons From March '18

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Another SXSW has come and gone, and I'm still scratching my head trying to figure out where the time went. I'm also scratching my head trying to figure out why I wrote this recap a couple of weeks ago and Squarespace failed to save it, but that's neither here nor there.

Nevertheless, I wanted to share my top 10 content lessons from the month of March because there were so many quality teaching moments that happened before, during, and after my favorite tech conference. Let's dive in!

 

Determine your thumbstopper

With millions of pieces of content being shared every single day, what makes your content worth having someone stop, read/watch and then proceed to like and/or comment? It's more important than ever to create content that will attract your target audience while also providing them with entertainment or educational tidbits they can take with them.

 

Campaigns perform better if your creative moves

My Facebook rep knows best: The best content on the Internet moves in some shape, form or fashion. Videos, gifs, and animated text content will perform better than static content regardless if it's organic or paid. Consider using apps like Hype Type (even though it has ads now, erg), Slow Fast Slow, or Videoshop to make this cool content on the go.

Fail fast, learn quickly

Regardless of the amount of social media experience you have, there's a guarantee that one day you will want to experiment with a new feature or tactic. Don't hesitate to take a risk while also documenting your process. You'll want to know what worked well on which channel and what should be left in the dust.

 Four quick points from the Kate Spade marketing team.

Four quick points from the Kate Spade marketing team.

Make sure your customers are a mindset, not a demographic

It's easy to get in a groove and think of your customers as just numbers instead of actual people. Each individual piece of data you measure corresponds to an actual person who is a key customer to your brand. Take the time to learn more about your customers and how to keep them satisifed for the long haul.

Define your platform goals

I always cringe when I see brands that share the same content across all platforms at the same time. In reality, you'll have different goals and audiences on each site, so your content should reflect that.

At the same time, it's important to take a moment to explore platforms that you may have neglected in the past. For example, people often forget that Pinterest is a great tool for visual content and each piece of content can have it's own unique link unlike Instagram where you only get one place to drive traffic to unless you have 10K+ followers.

 Kate Spade has a different focus for each one of their platforms. Why don't you?

Kate Spade has a different focus for each one of their platforms. Why don't you?

 

Distribution is key

Stop waiting around for people to stumble across your website or blog. With so much content shared every second, yours will get lost in the shuffle if you don't distribute it properly.

Consider joining content pods, GroupMe chats, previewing your blogs on Medium or using a service like IFTTT to get your content in front of the right people.

 So many marketers forget about adding their visual content to Pinterest when the platform can easily drive significant traffic to your website!

So many marketers forget about adding their visual content to Pinterest when the platform can easily drive significant traffic to your website!

People don’t want to be sold a product or service. They want to buy something

Busy consumers will only look into buying a product if they feel it is truly of quality or if a friend or family member recommends it.

If you have a product that you're pushing to audiences via organic or paid content, be sure that the copy and image come off as genuine and not overly "salesy. " The last thing you want is for people to feel wrong for buying whatever you're sending their way.

Create a place for people to tell their stories

If you're selling a quality product, you're bound to have customers who will share content about your product for free. This type of user generated content (UGC) can greatly help your marketing team out if you're short staffed or if you need quality lifestyle photos for your stash.

Once you see a great increase in UGC, consider creating a movement by way of real stories that will get consumers interested in your product. An easy way to do this is by creating a unique hashtag and have people use it while they're sharing their content with hopes of being featured on your Instagram profile or website thanks to services like TINT, Olapic or Stackla.

As your business continues to grow, there's also room to work with influencers by rewarding them with [Starbucks and Amazon] gift cards, a percentage off your products, or by making an even trade.

Remember: UGC is important for scale (growth), insights (engagement) and education (where are the gaps?).

 

Authenticity is key

At the end of the day, it's important to be as real and honest as possible when creating and/or sharing content. Consumers hate seeing content from a brand or influencer that is totally the opposite of what they usually provide or stand for. The last thing you want is for someone to meet you in person or for them to use your product and the vibe is totally different from your social profiles.

For more on being authentic while still having a personality, check out my podcast interview with ItsNationTV!

 

Want even more tidbits? Check out Alyssa Townsend's full SXSW recap for even more insight!

Lex