I recently came across an article on the Business2Community blog that discussed conformity versus creativity in content marketing. It’s worth a read, but buried in the article, I got introduced to a common sense list of questions that I think content marketers should ask of their content, especially if they hope will be shared. So, I thought I’d share that list here (if only so that I had it to hand!).
The list comes from a survey that Facebook asked of it’s users, so clearly these questions are asked from a Facebook users perspective, but as a content creator I think it’s a great litmus test for any content; your next tweet, G+ update or even press release.
- Is this timely and relevant content?
- Is this content from a source you would trust?
- Would you share it with friends or recommend it to others?
- Is the content genuinely interesting to you or is it trying to game News Feed distribution? (e.g. asking for people to like the content)
- Would you call this a low-quality post or meme?
- Would you complain about seeing this content in your News Feed?
In a nutshell ask if anyone (preferably the personas you are targeting) will really be interested in this content, would they share it and will they think it’s credible (are you credible or do you need to sprinkle in some external credibility).
Seemingly simple, common sense questions – but it’s easy to get caught up in your own gold fish bowl of hype and enthusiasm for your latest product announcement, new widget or great idea – but take a moment and look at it from your audience perspective.
If you are interested in the changes to Facebook and their commentary of trying to show quality content – there is a nice summary post on the Facebook news feed that includes reference to these questions.
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CMO at Spotler Group, advisor at Storyblok and Orange Logic and founder of Rockstar CMO. Not a rock star, but I am a marketing strategist, content marketer, columnist, speaker, industry watcher, but most of all; creator of ART (Awareness, Revenue, and Trust) for the companies I work with.
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The half-baked thoughts shared on this blog may not reflect those of my employer or clients, and if the topic of this article is interesting or you just want to say hello please get in touch.
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