Social Fresh's 5-Step Plan for Creating Exceptional Content


Social Fresh’s 5-Step Plan for Creating Exceptional Content

by Organik
on October 22, 2014

5 minute read

Recently, I had the pleasure of interviewing Social Fresh founder and savvy social media speaker, Jason Keath. After reviewing a number of his blog posts to determine how I would use my allotted time wisely to pick his brain, I determined that the best thing to ask someone who has experience creating campaigns is how we, social media pros, can copy him.

And by ‘copy’, I, of course, mean use his powerful and tested strategies and make them our own. Here are his top five tips for creating social media campaigns worthy of Oreo-level attention:

Understand High Intensity vs. Low Intensity Content
I’ll spare you the ‘content is king’ speech, and, instead encourage you to consider what kind of content reigns supreme. Keath separates content into two categories: high intensity content and low intensity content. Let’s dissect them, shall we?

High Intensity Content
Keath defines high intensity content as any content that requires extensive time and effort to create. This content is an intentional one-hit wonder, as described by Keath in the ‘Vanilla Ice Rule of Content Marketing.’ It’s high quality, well-researched, and most likely long-form content. It can, and should, be repurposed frequently. 80 percent of your time should be spent creating high intensity content.

Ideas for creating high intensity content for your company include:

  • Creating a well-researched e-book
  • Holding an industry-specific conference
  • Researching a yearly report, as Edelman does with its annual ‘Trust Barometer’
  • Hosting a community roundtable
  • Crafting one big, powerful piece of content per year (especially beneficial if you’re a small business)

High intensity content is your opportunity to “look smarter in front of your consumer to help them look more intelligent in front of their peers.” As Keath says, “You always want to make your fan or customer look cool!”

Once you’ve created your piece of high intensity content, it can be repurposed into multiple articles, quotes, Instagram videos, YouTube videos, SlideShares–the list goes on and is only limited by creativity and time.

Low Intensity Content
Low intensity content should take up about 20 percent of your time. This kind of content includes:

  • Automated social posts on Twitter
  • User-generated content on Facebook
  • Curated articles
  • Repurposed content
  • Asking influencers to run your Instagram account

‘Find the Data, Make It Visual’
Keath encourages businesses to ‘find the data and make it visual.’ Share information from data partners and other companies and showcase it on your website. Use this information to gain an understanding of your core demographic. Be there to answer your consumer’s questions. Create surveys, use Google Docs and find common questions you can answer that can then be repurposed into high intensity content.

For example, if your core demographic is social media professionals, consider creating a survey to determine the average salary of a social media manager. In doing so, you’re engaging your target audience as well as the managers, HR directors and companies that are interested in how much they should expect to pay a social media manager.

Find the unanswered questions and answer them.

Know Your Brand
Do you truly understand the core of what your brand is and what services it provides? “Decide what you want to be known for,” says Keath. Understand what it is about your company that solves a consumer’s problem in unique, useful way.

Brands should be asking the following questions:

  • What problems are you solving for your customers?
  • How are you making your customers’ lives better?

As Keath says, “Get down to the hopes and dreams and goals of the customers. Know who your customers are! Figure out what they’re passionate about!”

Build a community for your consumers
Everyone wants to feel at home. Online communities can be challenging to cultivate, but with the right mix of determination and know-how, you, too, can create engaged, excited and knowledgeable communities for your brand.

Create your community “one person at a time.” Identify passionate influencers and pick up the phone and ask them to be involved. Help passionate people connect with others of the same mindset to solve problems, brainstorm and become inspired. For example, if you’ve started a Twitter chat, ask chat regulars if they’d like to guest host the chat or help moderate your Facebook or Google+ group.

Have a Game Plan
And now for the big question: How do you make all of this work together? Make your campaign easy to understand and ensure that it provides clear value to your target demographic. What are they getting out of it? Is it a high quality Twitter chat discussion like #BufferChat? Perhaps you’ve created a holiday contest of silly sweaters fans can share with friends. Social Fresh gave away VIP trips to one of its conferences to entice fans. Let’s use Social Fresh’s conference contest as a guide for creating manageable and effective campaigns:

Your formula for success is as follows:

1. Provide clear value
Social Fresh often partners with luxury hotel chains, thus, it makes perfect sense to offer a VIP getaway to conference attendees. It’s a promotional   opportunity for the hotel chain and a fantastic incentive for people to participate in the contest.

2. Make it very easy to submit/participate
If there are too many barriers to entry, people will move on from your contest. Make it simple to enter. Ensure that the mode of entry is familiar to your core demographic. Social Fresh used its blog as the hub for the contest and asked people to enter via the blog.

3. Have a clear business objective
Social Fresh wanted to receive 250 emails of people interested in attending their conference. Setting a clear goal makes it easier to report successes to management and effectively plan for future promotions and campaigns.

4. Keep it alive
Social Fresh plans to share results of the contest in blog posts, perhaps detailing information on how to run a successful contest.

Takeaway: Any social media/content campaign, contest or not, should focus on your customer’s needs. Whether you’re giving away a prize, or sharing information, you must provide value. Make it easy for your audience to access information and share it. And make sure that the campaign mirrors your business objective. Last, but never least, find creative ways to keep your most informative content alive.

Inspired? We want you to hold on to that feeling. Join us at Social Fresh West 2014 in San Diego, October 28-30.

One response to “Social Fresh’s 5-Step Plan for Creating Exceptional Content

  1. Remind me of Monday’s #SSHOur chat with @JeffSheehan. Several voices expressed some doubt on the “Content is King” prefering the old adage “Customer is king”.

    Bottom line being that content needs to have a minimum of relevance and substance to attract interest, virality and last for a while. If we assume that this corresponds to High Intensity above you provide good insights on how to qualify it.

    What would be interesting is a workflow, guidelines to produce it. I say workflow because now with Social Listening we have the ability to know real time what people are interested in, willing to put their attention on. On our side we have what we want to expose. Add SEO and bringing general value to the mix. I have the impression that if this process from social listening at large to producing relevant blog posts could be more explicited.

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