You’re sitting on the best content!

Sitting on content

Image by © Royalty-Free/Corbis

I don’t have any content, I have no idea what to post, Would people actually like that… I hear this all the time and my response is usually the same.

‘…read my blog!’

There’s no right or wrong (apart from the obvious no go zones) in social, it’s all a learning curve that brands should embrace and not be afraid to try something new.

Most brands will post the same stuff over and over again, why? Because on Monday we post an offer, Tuesday we post a #TBT, Wednesday we post something funny … etc you get my point. Someone that got paid way to much made it super easy for the marketing team and gave them guidelines on what to post each day and the community manager has taken this way to seriously. Whilst this isn’t the worst idea, brands need to be more flexible with their content and post what’s relevant and timely.

Often the best content is right under their noses. Yes, if you love a brand you want to know everything you can about it. Don’t tell me about stuff I already know, every now and then give me something that’s ‘inside news’.

  • New product landed
  • Opening a new store and where
  • Throwing an awesome party
  • Competition is coming get excited
  • Behind the scenes at shoots
  • New product coming soon, pre order here… etc

Don’t sit on content. When you have it, shout it out as that’s when it’s most relevant to your community.

So what am I trying to say here? Don’t sit on content, don’t wait for the perfect time, your community wants to hear about EVERYTHING the brand is up to and they want to hear about it when it happens. They want to know the ins and outs and connect with a brand on a deeper level. This is all about the brand being real and transparent, helping to nourish customer relationships.

Don’t be afraid to try something new that doesn’t sit within your content plan. Don’t be the gate keeper that blocks everything, let content flow past you, only thing you need to worry about is making sure the execution is on brand and that your listening and responding constantly.

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