Making online content that people not only want to consume, but want to share with their friends, talk about at parties, and remember for more than five minutes, is the ultimate Internet challenge. Here are some tips for creating a strong brand presence with online content, and where to look for inspiration.
Demonstrating good taste about other content is just as important as creating your own. Be a brand that teaches users how to curate better.
Example: The Standard was an early adopter in the curation game on Tumblr. The hip hotel mini-chain has upped its game with Standard Culture, a true content destination which curates with a distinct point of view.
2. Adapt to Internet behaviors
Traditional media brands are stuck with structures that encourage old ways of thinking. They focus on the wrong objectives and are concerned with dated metrics. They should instead focus on software and consumption behaviors online. UC strategist Matt Daniels talks at length about this here.
Example: Gawker’s innovative approach to managing comments on their sites puts user experience and behavior at the forefront by prioritizing reactions to the most recent comments and expanding support for anonymous comments. Clay Shirky has some interesting things to say on the subject.
3. Set A Standard
Turning your brand into a case study in one particular field for your industry is infinitely more valuable than blending in everywhere.
Example: Rapha plays on the brand’s sense of adventure with beautiful images and videos that take cycling enthusiasts along for the ride and product photos that could easily pass for glossy high-end editorial content.
4. Make Cool Stuff
Everyone is RE-doing something — re-blogging, re-tweeting, re-posting. Original content sets you apart.
Example: McDonald’s Canada launched “Your Questions” in which they invited consumers to ask tough questions about McDonald’s food. The answers can be found on the site range from written responses to photos to videos, earning the fast food giant millions of views.
5. Go Deep
An interesting and timely POV can get clicks, but getting in-depth on a subject to demonstrate true knowledge creates lasting content that can serve as a benchmark, demonstrating expertise, cultivating trust, and driving engagement for years to come.
Example: Open-source electronics accessories manufacturer Adafruit has created one of the go-to communities for DIY makers with a frequently updated blog, in-depth tutorials, informative videos and active forums.