It comes with its own challenges and before you even start thinking about which influencers to use (which might be the bit a lot of people jump to first) you need to think about the actual content and the audience it's intended for.
Brining an audience centric approach to your content is a smart way to always make sure they are being entertained, educated or given something useful - the brand, the event, the voice of the brand is the vehicle, its the facilitator of the content and the unique experience that you're bringing to the audience, but how do you do it or even start thinking about it the right way round?
In terms of structure, there are some important questions to ask to start off with.
Who is the ideal target the content is designed for?
What is the ideal reaction the content will trigger?
Which platform is the audience situated in? or which platform will the content be created for? (one should answer the other there).
Why is this the best solution and what can scale look like?
All very important questions when creating any content, how many times have you found yourselves asking the same questions or similar questions and then doing nothing, or doing traditional PR/Media spends behind that content?
If, for instance you were creating an explainer video for how to use your app, do you think youtube preroll is the best place to put it?
Let's stick with that example and give some examples of a distribution strategy that could actually cut through and create some social impact.
So, we're going to avoid traditional routes here, although we're not against traditional, it can be a great way of amplifying content but you really need to ask those questions above before you get going.
Now, we've got your app explainer video which is around 30 seconds and shows people the features and benefits of using your app above everyone else. To start drawing out a structure think about the obvious, owned, earned and bought.
Once you've drawn up your structure including all the platforms you're going to target the next phase is to think about deployment. When you post on social with your new videos, who do you want to talk about it? Probably you're going to be thinking about people in the tech industry that do product reviews and also people that are influential in the app or mobile world.
The ideas you could generate around why people could share/comment/like/get involved in your content will be participatory based, otherwise you're just broadcasting and we all know social media is and should be a completely social experience, conversations should evolve and run around your content rather than push broadcasting (which, again has a place but in this instance we're talking about participation and participation at scale).
Once you've got an idea for the participation of the content, (keeping in mind more important questions, like why do people care? whats in it for them? where is the unique benefit? what is does success look like?) then its time to go into the outreach part. Now, there are 100's of tools available for this, there are specific outreach agencies and other agencies that cover outreach in their offering, also, you may have an inhouse outreach department so its time to think about the identification.
After this and you've got everyone ready to go on your campaign its time to hit the "DEPLOY" button, but then what? Well, something we really believe in (as it works so well) is SEO and content optimisation once published. Something we do in house is look at the "topic landscape" for content, not just on search engines that you might be using every day, like Google, Bing & Yahoo (which have different algorithms and different criteria for how content appears in search, let alone at the top of search engines) but also on other search platforms such as Twitter, Instagram and importantly and often overlooked, YouTube.
When the content delivery structure is outlined, search engine optimisation and SOCIAL MEDIA OPTIMISATION should be areas you are looking at as your content is distributed. We've noticed with larger campaigns, additional trends can actually be created organically (one of the signs of a good campaign!) and its being able to see these and then act on them in the right way, again, with the right approach, tone of voice, attitude and context.
If you start trumping in with your broadcast message in an environment that has organically been formed through sub communities, you're not really going to be welcomed with opened arms unless you're delivering incredible value.
Measurement is next but something that needs to be running throughout your campaign - anyone that says social media can't be measured in hardcore metrics just isn't doing it right - it can be measured, you just need the right measurement tools in place to get the information you require.
Our post campaign analysis reports can be 20-30-50 slides of data (sometimes more) when you get into the data in a big way (not a big data way) you can really uncover true insights from social media that can help not just understand why everything worked so well, but how to optimise that next time, how to use that data in the right way for the next campaign and ensure the best possible chance of getting a successful piece of content out there.
We see so many clients that come to us looking for a structure like this, it's by no means comprehensive in this blog post, but just an outline look at why a thorough content distribution strategy is important, taking the guess work out of whether this is going to work or not.
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