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If you’re sharing the same post on every one of your corporate social media channels, you’re doing it wrong. Context and the kind of conversation you’re having really do matter, says Mike Brown, Founder, The BrainZooming Group and SMSS Dallas speaker. And missing that connection can amount to a huge waste of time for a marketing team.
The first way to correct that problem and make some news about your brand? Think channel first and then tailor your content to it:
- When on Twitter talk with people not at them: “Twitter is like a networking event,” says Brown. “You would never walk into a networking event with 200 people and just start yelling about what your company does.” Just as you would at any social gathering, go ahead and introduce yourself to other people and talk to them about their job or who you know in common. When you behave that way – like a human – on Twitter, you’ll see engagement rise simply because you’re talking to people and not at them.
- Treat corporate blogs as storytelling opportunities. Think of your corporate blog as one big corporate campfire. At conferences, Brown has asked audiences what types of stories people share around the campfire and they usually shout: “Heartwarming!” “Funny!” “Scary!” What he never hears? “Press releases!” You’d kick someone out of your camp for that, right? The corporate blog is your chance to tell the story of what you do in a venue where those stories don’t fit anywhere else. Those stories are written for marketing personas. Watch this video from Brown to learn more about what a persona is and how you communicate with them.
- Lighten up your videos. Think of videos you post to YouTube as home movies. “They need to have personality, be funny and make you feel emotional. You do not want your viewers to think ‘corporate videos’.”
Makes sense, right? But let’s face it. You don’t have the content budget to create a different piece of content for every social media campfire or networking event. If that’s the case, here’s another tip from Brown: focus on creating evergreen topics – stories that don’t have an expiration date, like, ‘How to boil an egg.” “Think writing the encyclopedia, not a magazine or a newspaper,” says Brown. This strategy is working for BrainZooming now. Brown says his team continues to see two-year-old blog posts in the top 5 visited pages of the day because of the organic traffic he has built with this strategy.
To get more anecdotes and tips for repurposing your content for each channel, don’t miss all of the videos from our speakers on our YouTube channel.