3 New Ways to Help Teams Create Compelling Content

Governance is much more than policy. Governance means: making good decisions, making them quickly, and making them stick. In the domain of content development, most marketing or communications teams feel challenged to decide which content they should create, and how much of it to create. When your team is working to determine new content to engage your audience and differentiate your brand, consider these 3 opportunities:
1. Web Apps
Build a unique and compelling web application to drive ongoing, evergreen traffic to your property. Common examples include a dealer locator on the web site of a tire manufacturer, but that is somewhat obvious. If you really want to differentiate your brand, create an application that no competing brands offer, like, oh… I don’t know… maybe an online database of social media policies — a simple example, but that page has generated thousands of visits per day for three years.

What kind of web app could you create to give your customers something of value, establish a relationship based on trust, and keep them coming back? Bonus points if you build it atop an asset that your competitors do not possess.

2. Measurement
Do you know the attributes of your content that generate the greatest engagement or sharing? Most brands don’t. Most brands outside of the media industry don’t think about it at the level required to optimize content development at large scale.

3. Intent Research
When your marketers, or SMEs, or agency staff are writing content for the brand, they should have ready access to the latest search trends and conversation insights to understand the language that online audiences are using at that time.

Most use cases do not require the information in real-time, up-to-the-moment, but many campaigns would benefit from daily updates, if not weekly or monthly. When was the last time you wrote a press release whose keywords were informed by SEO and SEM goals, and the latest search volumes on those keywords? These tools and approaches are growing more widely understood and blogged about, but almost no large brand is executing it with consistency.

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