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March 29, 2013

Creating Content Beyond Product Information Or Promotion

Jamie Allebach
Jamie Allebach Chief Executive & Creative Officer

As a brand, your digital presence is incredibly important. It should be a given that brands regularly post new content on their website and across all social media platforms. It keeps consumers informed, provides access to up-to-date information on your products and helps keep your presence on the web relevant (from  a search engine standpoint and to the consumer). Nothing is worse than going to a website to look up information and finding something incorrect or outdated, or going to a brand’s Facebook or Twitter page and seeing their last post was from 6 months ago.

In addition to continuing to push out information and promotional messages about your products, your brand should be posting content that is timely and relevant. Keep up with what is in the media and entertainment world and join in the conversations with consumers. Your website may not always be the best place for this, but your social media accounts sure are.

Using a content calendar to help coordinate is a great way to keep your website fresh and relevant. This can obviously be a calendar (Google Calendar, Outlook, iCal etc), or it can honestly just be a simple word document with a list of content ideas and general timing for them. Pencil in your brand’s promotions, new products and other news, and then fill in gaps where needed. Coordinate this across your website, Twitter, Facebook, Pinterest, etc wherever it would be necessary. (A general best practice would be to push out different messages across different platforms at different times. If there is a message that should be on all platforms and all at the same time, it should be phrased differently)

Here are some examples I found on a recent Mashable post showing how brands are using content calendars:

Oscar Mayer took advantage of their name to engage in the conversation during the Oscars:

So it’s a great idea to plan ahead, come up with some post ideas or develop copy that would be appropriate for your brand, keeping in touch with big events and news: the keyword here is appropriate. (Keeping in mind that when you schedule posts or plan on posting something, a breaking news event can change the effect of that message entirely. Example : The NRA Tweet the day of the Newton Colorado shooting.)

By Andrew Dunlap