Content Is The New Black: Interview With Jeff Barrett
No matter how good your content is, if people can’t find it, it’s not going to benefit your brand.
So how can you get more eyes on your content and ensure it makes an impact?
Jeff Barrett, CEO of Status Creative and one of Forbes’ Top 50 social media influencers, says brands need to focus less on the content itself and focus more on getting that content in front of the people who matter most.
Cision recently sat down with Jeff to find out how brands can improve their content marketing strategies. Here are a few of his top tips:
1. Be proactive
Before you begin writing, you need to come up with a plan for what you will do with the content once you have it.
You can’t just throw content out there and hope people will find it, says Jeff. You need to amplify it.
That’s where influencers and journalists come in. Build relationships with the people who can help extend the reach of your content, but don’t expect their help to be given without any effort on your part. Think about why someone would want to cover your content. What are they looking for? Then, build your content around that.
2. Find out what will resonate
If you want your audience to respond to your content, you first must understand what motivates them to respond.
Start by identifying your target audience. Use monitoring software to research who they are, what platforms they use and their behaviors online. Test different messages and see which gets the best reactions.
“Once that content does resonate, then you go with the bigger idea,” says Jeff.
3. Get the timing right
You may have a great story, but if the timing is off, you won’t get the results you want. Consider planning your content around events that you know people will talk about.
For events like the Republican National Convention or the Super Bowl, which are scheduled months or even years in advance, it’s easy to create content ahead of time that will fit into the conversation.
But you should also be prepared for trending topics, such as the recent Pokémon Go phenomenon. React to these as they come, but don’t try and force a connection.
Want more tips on building a killer content strategy? Watch the full interview with Jeff Barrett below!
Communications Best Practices
Get the latest updates on PR, communications and marketing best practices.
Cision Product News
Keep up with everything Cision. Check here for the most current product news.
Thought leadership and communications strategy for the C-suite written by the C-suite.
A blog for and about the media featuring trends, tips, tools, media moves and more.