You have a content strategy and calendar. Blog and social media posts are created and curated and engagement stats are recorded. Your job is done, right?
No, not quite.
There are so many other content pieces that can be optimized to be on brand and engaging.
Today Yelp did a great job with their iPhone app update. They could have just written “bug fixes and features added”, but they chose to outline the benefits of the fixes and features, apologize for some features not being included earlier and giving credit to the developers who did the work. It was written in a fun voice. Even though it is verbose, I read it all.
Yelp has set the additional content marketing standard. How will you raise the bar?
If Coca-Cola had decided not to advertise on television in the 1940s, would we still be sipping an ice cold Coke today? Possibly, but it’s more likely Pepsi or another type of soda. Like with the advent of television (and each of the tools in the marketing communications tool kit), we take a risk in ignoring them.
In the context of social media, Gary Vaynerchuk describes it well in The Thank You Economy:
Right now, I’d say that social media is a bit like a kidney – you can survive with only one, but your chances to making it to old age are a lot better with two. Eventually, though, I think social media will be as important to a business as a strong heart beat.
The same as television, radio, newspapers and all our other tools before them.
Apologies for the late post. A little server issue took the site down on Thursday and Friday.