Content Contains Fake News | Points of Interest August 22

by | Aug 21, 2019 | Content Marketing | 0 comments

Content creation should be a top priority for any business with an online presence. Before you blast a new blog, strategize a content plan — something we do with every client.

Here are six quick reads on content strategy — including one on gaslighting, hence the “fake news” subject line. Caught your eye, right?

Humor ain’t easy but it’s effective!

Believe it or not, “death marketing” can be effective and funny. Companies have used it since newspapers were a new-fangled thing. That means just about any topic is ripe for humor in your marketing, right? Almost.

We go into detail in a recent post, where we offer this advice: consider humor when it’s appropriate and whether or not it is in line with your brand. For example, for Savoir Faire’s branding, we lean toward playful sass to catch the eye and deliver a smile, without ruffling too many feathers.

What level and flavor of humor is right for your brand?

I’m burnt out. Time to blog!

We all get mired in the muck from time to time, where life and all its stresses and intricacies stand in the way of accomplishing the creative tasks on our list.

While you may blog as part of your regular gig, consider a personal blog to get out of a rut. More work to get out of a rut? What?

Thrive Global suggests some really clever reasons why this works — and we tested a couple! For example, blogging increases productivity. Writing about something that drives your passion gets those wheels a’turning, gearing you up for the next task. Give it a try. It may increase your output and add some substance to your personal brand!

They “faked news”-ed me!

Gaslighting from our competitors or even consumers — think “fake news” in the form of  deceptive reviews — is something that will likely affect all companies at some point.

Content Advisory highlights a scary example of nefarious competitor tactics — scary because it could happen to any of us.

Forming a clear, focused content marketing strategy is a good first step — and we provide some pathways in this blog post

It’s one thing to analyze competitors’ content to optimize strategies around concepts and keywords, as we address in another POI on this page. It’s another to attack a competitor with gaslighting. 

A best practice is curating content that help earn our consumers’ attention and trust. That helps your customers see through attempts at “fake news” thrown your way.

Is the grass always greener?

Knowing what the competition us up to is just good business – and it doesn’t require being sneaky or underhanded. Staying informed helps you evaluate and update your own content marketing strategy.

Social Media Today offers seven tactics for keeping up-to-date on what other companies are doing in your industry.

For example, there are tools – some free – that help you gauge a competitor’s best-performing content. Look at the questions the content answers and what keywords are helping the page’s ranking. This data helps you evaluate your existing content and keywords to make adjustments and to offer ideas for your future content.

Social calendar

Your content marketing strategy should include your regular social media posts. Knowing the exact phrasing, images or videos used in the posts isn’t necessary when creating the calendar, but if you have a solid strategy in place, you should have a solid idea of the subject matter.

PR Daily offers some swell ideas for building your social calendar – in fact we’re incorporating some concepts into our own social planning! When looking at types of posts and content, consider these three aspects:

  • Goals – Do you want page visits? Sign ups? What do you want your audience to do]
  • Target audience – Who should see this? Choose keywords to pinpoint those who need this in their feed.
  • Budget – Some posts need promoting more than others. Is this an event where you need RSVPs soon? Is this timely news you want users to see NOW? Put some bucks on a post to ensure the right eyes see it.

Retirement party

You would think that posting about political or religious beliefs would be taboo for any company’s social media, but that ain’t so. Know that those who have opposite polarizing views will showcase your company’s stance on their own social channels. 

Boycotts get called for businesses that don’t have a public stance but someone high up connected to the company does!

Social Media Today highlights some best practices for letting go of — or limiting — subjects or types of posts. For example, a lot of people don’t want to always hear how great you are with blatant braggadocio. 

After you trim those down, consider curating more posts sharing others’ relevant content. Also, add some posts that are actually fun, reflect your brand and show off your team’s personality. 

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