I think about content a lot more than I like to admit, and often find that I’m pretty active in reading and clicking links shared from my Facebook, Twitter and LinkedIn networks. What I hadn’t really given a lot of thought to is why people share what they do. I assumed that most people were like me, sharing what interested them, but that’s not always the case.
 
As a PR professional, I know how important content is. Often, we in PR are responsible for content. I recently attended the Social Media Breakfast #26, the New Rules of Content Marketing, and it made me think of content in a whole new way. At the event, there were lots of great questions and discussions around what the panelists thought about content, but a few things stood out to me:


Be where your customers are.  Think about your audience and tell the story the way they want to hear it.

These two are pretty much a no brainer— if you are producing content and no one is there to read it, what good is that?

Look for opportunities to get out of the spotlight. Let others express your brand.

This is probably the most important rule to think about as you generate content. I always go back to the example of reading reviews on Yelp—do you trust the restaurant that says “best food around!” or do you trust the ten or so people who commented on how much they disliked the food? If you start to think about content in the right way, it’s possible to embrace what matters to your audience – whether it is creativity or something else equally as important.

The only thing I completely disagreed with was Joe Chernov at Eloqua’s statement that Infographics were dead. Personally, I love Infographics – if they are done well. I’m sure you’ve heard the old saying that “A picture is worth a thousand words.” This is exactly why I love Infographics so much. As someone who gets information fatigue from reading a lot, a picture can say it all (just don’t ask me to read a map, I’ll get lost). Also, Infographics can be a great publicity tool when used correctly.

When I got back to the office my brain immediately started thinking of all the great content out there and how it could impact what I do online. Now, if I could just think of a good Infographic for this post…