Content is a valuable marketing asset, and when strategically linked, it can create a chain that always circles back your company and products. Consider the Six Degrees of Separation Theory, that everyone in the world is connected by a chain of five or fewer acquaintances. Your marketing content should work much the same way.
You need more than well-written content. Every time someone encounters messaging about your product, that content should reinforce the positive things that they have already heard, read or otherwise been told.
Here’s how this might play out, using the six degree-theory:
1. A company writes content about a new product for its sales literature, focusing on several key messages about what makes this product unique.
2. The company’s PR agency repeats the messaging in a press release, which it then uses to pitch the media on a creative story idea.
3. A TV station runs with the story. During the segment, both the host and spokesperson use their own words to communicate key messages from the press release.
4. After watching the TV segment, a consumer jumps onto the Internet to learn more about the product. She finds the same messaging on the company’s website and blog.
5. Switching to YouTube, she sees content reinforcing the same key messages accompanying video clips of more TV coverage about the product. Locating the company’s Twitter and Facebook feeds, she discovers that lots of people are fans of this product.
6. Feeling reassured after seeing and hearing similar messaging across multiple channels, the consumer buys the product for herself. Pleased with herself for making such a smart purchase, she logs onto her Facebook account, links to the company’s website, and justifies her purchase by repeating some of the same key message points to her friends.
To better manage your content marketing chain, take time to write down all of the links. How well is each link being managed? How can you strengthen its selling potential? Is your message being communicated consistently, so that it reinforces a person’s decision to buy?
All good things to consider when managing your social media marketing.
