Content is king. Apparently, we can’t get enough of it. Agencies are appointing directors of content, brands are searching and maximizing every iota of it, companies are posting, uplinking and tweeting, volumes of it.The result? There’s a lot of content floating around out there.
But is it good content? Is it relevant? Is posting unused b-roll of a video shoot featuring not-so-hilarious outtakes of a tool expert trying to fix a toilet, really going to help move your brand or your company forward, or are you posting it merely because you have it — so why not?
Case ( almost) in point. I recently caught the content bug and thought it would be a truly GREAT idea to post video on our website of a recent internal staff meeting. I thought this would be a neat way to showcase our terrific staff and offer clients and prospective clients, a glimpse into how we work, think, interact, etc. Fortunately, the logical section of my brain – the part that houses my common-sense neurons – kicked in and (after shooting the video) I backed off. (Full disclosure: we’re posting still photos instead.)
I concluded that, as fascinating as we are, no one outside of possibly our parents or spouses really wanted to see the team at JSH&A discussing our travel schedules, or debating where to have our annual holiday party. If anything, rather than help the image of our fine firm, such content could have proved a bit of a laughingstock. Just as dangerous — it could also put people, potential and current clients, deeply asleep.
As we continue to navigate our way through the social media maze, I think we all need to take a step (or two or three) back from the content abyss. Is it relevant? Is it different? Does it tell or support our story? Does it provide texture, substance, or context to a campaign? Will it help?
In other words, before forcing out a blog or a squeezing out another tweet, before posting unused video of that commercial, rather than asking yourself ‘why not’ — ask yourself another simple question.
Why?
Photo Credit: Search Engine People Blog
(No Ratings Yet)
Loading ...