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Create online content that hits the mark

Whether you are a newbie to creating online content or a seasoned writer, SXSWI offers several panels featuring some of the most notable internet authors and journalists. This year I ran frenetically from the Austin Convention Center to venues all over downtown to catch my favorite online personalities.

Of all of the writing tips and advice, three themes emerged this year as best practices:

• Brevity • Authenticity • Customer Voice

Brevity – Online Content, Less is More

“Just because you have 140 characters you don’t have to use it. Stop writing paragraphs for social media. Stop writing before you think you are finished. Social Media is improv, you don’t have to belabor it. Often your first thoughts are the best.” Helen Klein Ross.

Ross is a veteran Madison Avenue advertising writer. She tweets as the online fictional character @BettyDraper for the Mad Men on Twitter team and her professional profile @adbroad. She is both relevant and entertaining.

Her solo panel this year, Writing with Betty Draper, did not disappoint. Ross shared her insights on writing specifically for social media. Her message is tell it right, not tell it all.

Authenticity – Trust, Transparency and Truth

In the new era of customer engagement brands must communicate through social media channels in which their customers expect them to be. If a company does not manage it’s own brand online the customers will do it. Social media is used for everything from lead generation to customer service and to the customer it is all the same.

Timeliness and transparency build trust with the customer. Publish now was another theme among many speakers this year, as the timeliness of social communications is more important than polished public relations copy.

Customer Voice – Real people communicating experiences is more valuable than traditional advertising content.

There were many campaign examples of big brands such as Ford and Pepsi that integrate the customer story into marketing in new ways. Customers are less likely to believe traditional advertising, successful marketing must now incorporate the customer voice.

@markysherwood from Saatchi & Saatchi, made a compelling statement at one of the Facebook marketing panels, his advise, “Switch from brand positioning to brand purpose”. As a global leader in brand management Saatchi is a good company to watch for best in class work.

A recent example of brand purpose is the Pampers “Miracle” campaign in which the P&G brand celebrates it’s 50th anniversary by including a series of “random acts of kindness” and stories of miracle babies featured on it’s Facebook page. 700 personal stories from parents were posted to the Facebook page before the campaign was officially launched. Pampers is combining the customer stories along with community mission in a very memorable way. See full story in Ad Age .

You might not have the budget of a Proctor & Gamble brand, but chances are you have a great story to share with your customers. If you don’t know where to start let Good Goliath help you build a social media strategy.

 

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