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Part one of our series on Why Companies Create Content we looked at changing customer perception and part two focused on making use of public opinion. This next instalment explores how companies can best construct content to respond to the frequent (and not so frequent) queries that come from their audience.
Following on from Part One of this series where the topic of influencing brand perception was discussed, this new instalment looks at how content can help you tap into the mindset of the people you’re trying to sell to. Part two: to gauge public opinion Pretty much any content related book, article or conference talk you come across will at some point mention the term ‘audience-focused content’.
There’s a lot written about how to plan, publish and promote content, but much less on the reasons for doing so in the first place. The majority of businesses know there’s a damn good reason for having branded social media profiles and regularly communicating with their audience about something other than their products, but actually pinpointing ‘why’ can often be difficult.
The "Inside Rolls-Royce" exhibition is an interactive exhibition to experience the essence ...
Christmas is a time for sharing - at least that’s what the social media teams of some of the country’s biggest retailers want you to think. Looking at performance across Facebook, Twitter and Instagram during 30 days in November and December, we’ve found a few interesting nuggets which may help you refine your social approach as we move into 2016.
Or: Content of Solace. During any editorial planning process, a list of relevant upcoming events always gets thrown out as something to base ideas on. The thing is, if everyone’s asking, “What can we do to get noticed when football/movies/music/christmas (delete as applicable) is trending?” then it makes it significantly harder not to be just adding to the noise.
In the UK, every vehicle over three years old used on public roads must undergo a test to check it’s roadworthy. It’s known as the MOT (Ministry of Transport) test and, like death and taxes, it’s inevitable. You rarely hear any major protests from car owners - the last thing they want is for the various bits of steel, aluminium and electrical wiring to fall apart when they’r ...
When is it a good time to pull off the motorway? Pretty frequently it seems if you look at the packed car parks of Motos and Welcome Breaks across the country. But how many people actually plan to visit a service station? The reality is that most don’t, ending up there out of necessity - you pull up, do what you need to do and you’re on your way again.
In early 2011 I put together a simple video for a friend's band for a song they made referencing a certain (lonely) dictator. It was uploaded to YouTube and had been seen by a handful of people; however on December 17 that year the viewing figures suddenly skyrocketed. The despot in question had died, and I was the unexpected beneficiary of some web traffic.
Post links on your social media channels, obviously. Put a teaser in your email newsletter, of course. Syndicate it through relevant recommendation platforms, OK then. There are plenty of standard ways to get people to look at the content you publish and they all have their various merits in terms of generating awareness, traffic and leads. The problem is that they also have their limitations.