Four Success Principles: Data-Informed – Content Curation – Engagement – Activation
Curated by Beth Kanterhttp://www.bethkanter.org
This post talks about four elements of success: business intelligence (data), content curation/creation, acqusition/activitation, and engagement.
Want to zero in on the content points. Gives you a good list of criteria for creating good content:
There’s some natural redundancy here, but this approach to content for digital marketing comes in four flavors:
Useful Content: You’ll want to consider and plan for content that is:
Easy for people to share.
Data-driven.
Can extend to multiple networks and platforms (YouTube, Facebook, Twitter, mobile, etc.).
Always links to the brand’s position and conviction statements.
Content Types: This addresses what the content does and where it comes from:
Building trust: Reviews, testimonials, case studies, personal insights, social proofs.
Education: Survey data, presentations, infographics, video scribes, FAQs, white papers, how-to’s.
Conversion: Promotional offerings, sales and advertising copy.
Other People’s Content: User-generated content (UGC), community discussions, republished, shared.
Short-Term vs. Long-Term: This addresses intentionality and shelf life:
Brand / Conviction Focused: “Evergreen” content that can be repurposed.
Supporting Themes: Content with the propensity to attract broad audiences.
Campaign Focused: Content used to drive specific interactions.
“Psychological Sharing Motivations”: This addresses what inspires people to share:
Emotion: The feeling the content has created.
Information: Content that is new and/or highly interesting.
Self Expression: Content that exemplifies our personality to friend
Could be a great checklist for content creation principles
