Inspirations, deep thoughts, surprising insights, or random ideas on how social media intersects PR.
The simple yet complex lesson I have learned throughout The Content Code is : You have to know your content, your audience, your strategy, your brand – you can’t just guess.
The whole book is filled with strategies and tactics and the final chapter lays out a possible schedule of tasks to do daily, weekly, and monthly in order to keep the content ignited. But, first, you have to know your content and audience to know which tactics will work the best instead of wasting time and resources on those that won’t work. All the tactics might not work for every situation, so knowing is key.
Another point in the last chapter is not being able to plan too far into the future. While it’s nice to have a long-term plan, it’s not practical in our constant changing world. Platforms change, interests change, reputations change. This is something the content producer must be aware of. What might work today, might not work next week or next month. Mark Schaefer makes the analogy of a football game – they can’t call all the plays in the beginning of the game and follow through with them all in the exact order. They make a play, see what damage or good it did and then go from there. Constantly adapting and changing. You can’t guess when your brand is on the line. You have to take the time to research all aspects in order to make the best calls.
Igniting content is a lot of work when done correctly, efforts shouldn’t be wasted on anything less than beneficial. Content has the ability to change our culture, our world. Mark quotes another author, Seth Godin, who said, “We live in an ever-changing culture, and that culture is changed precisely by the ideas we engage with and the ones we choose to share. Sharing an idea you care about is a generous way to change your world for the better. The culture we will live in next month is a direct result of what people like us share today. The things we share and don’t share determine what happens next.”
That line struck out to me because I don’t think people realize when they hit a share button, the impact they are about to make. And those who hit the publish button should pause before and think if the content is destructive or productive. We have to know the impact of everything we post, not guess at the outcome.