Simple Ways to Massively Increase Your Content

I couldn’t find anyone streaming this SXSW 2015 session, so I’m following the Twitter stream. Here’s what I picked up:

• You are competing for your consumers attention – that means your competing against things like friends’ and family’s updates on Facebook.
• Content development comes in 3 sizes: High, Medium & Low effort. High effort are things like blogs, search optimization, etc. Low effort are things like user generated content and quick tweets.
• These tend to work better at different points in the funnel (high, the top of the funnel, medium in the middle, and low at the bottom of the funnel). For example, the low effort things might work better to establish relationships and (finally) convert.
• So, you have to examine the funnel and your measurements of success for your content. Here’s what @LyndsaySignor from @NBCSports said are their social measures: Key social KPIs at – Followers, Clicks/Traffic, Engagement, Tune-In, Brand Equity, Revenue.
• You have to create a lot of content and customize it for the venue and audience.  For example, @NBCSports had the following social strategy for the Super Bowl: FB/Twitter (real-time), Tumblr (for ads), Instagram (sideline), Pinterest (non-sports fans). However, you can’t create this much content without reusing some content across venues and curating responsibly – including UGC and internal assets.
• Aggregating content is critical, but there are things to keep in mind: Give credit (the user wants great contents, regardless who creates it), examine partnerships and third party companies to help create content, but make sure you get the right partner.
• @NBCSports has many of the same objectives as other businesses and faces similar challenges (see right). These include: Trying to stay on brand, yet serving compelling content (especially tough in things like insurance and healthcare); Maintain your strategy, but try new things; Leverage resources efficiently, yet customize by platform; Deliver business results, yet engage with your consumers; Stick with the rules, yet don’t make enemies.
• Measure results – Test & track your content. You may think you know what your audience wants but you may be suprized if you don’t confirm that with data.