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The average Facebook user creates 90 pieces of content each month. And more than 30 billion pieces of content — web links, news stories, blog posts, notes, photos, etc. — are shared each month via Facebook.
Wouldn’t it be nice if you could use some of this content for your brand?

  1. Use their ideas. People who engage with a brand on Facebook, whether by responding to a wall post, posting on their own, or commenting on a photo or video, are people who are already excited about your brand. Take advantage of their good ideas and use them to generate new content, or even new products or campaigns. Every time a user writes “I wish you…” or “why don’t you…” on your wall, pay attention — it could be your next service offering or product idea.Example(s): B2B company could create a white paper around subjects being discussed on their Facebook wall, or a retailer could introduce a product in a new color that’s frequently requested.
  2. Crowd-source content. You can ask the people who like your brand to create content for you. Inviting participation from your fans will spur loyalty, engagement, and new ideas.Example: A food company introducing a new product might ask users to provide recipes using the product, or meal ideas.
  3. Continue the conversation. Every piece of content on your Facebook page is another opportunity to reach new fans and engage with your existing ones. Pay attention to what people are saying and respond — ask them to elaborate.Example: If someone says they love the shoes you’ve sold them, ask why. A discussion of the great colors and features of the shoe will only reinforce the positive post for others who see the discussion (and the additional feedback may provide you valuable customer insights as well).
  4. Boost your SEO. By engaging users on Facebook with relevant content, you’ll provide the impetus for users to generate new content using the relevant keyword search terms they use.Example(s): In a recent report, Forrester cited the example of Alberto-Culver’s hairstyle videos for Nexxus, which were distributed via social media web sites including Facebook. Nexxus’ content now dominates search results pages for a number of hairstyle-related keywords, and, according to Forrester, has increased the Nexxus brand’s online recognition by 600% since the beginning of the promotion.
  5. Use it in other channels. User-generated content can be leveraged both digital and offline.Example(s): Create a list of “top 10 tips” from users, or “Favorites from our community,” by asking users to provide them. Then compile them into a publication you can share, crediting the users. (Make sure if you’re soliciting content for your own use that you let users know you’ll be using their content and that by posting they are giving permission for you to do so.)

There is an abundance of content created by people who are your brand advocates. Use it!

Statistics courtesy of

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After the success of Content Strategy Applied last year, eBay and Red Lorry/Yellow Lorry again present the only conference that provides the tools and guidance for real-world application of content strategy. Featuring case studies and workshops, Content Strategy Applied 2012 gives attendees the “how-to” of Content Strategy, not just the “why.”

The conference features four tracks to address the needs of beginners and experienced content strategists alike. I will be leading the track (or “stream,” as the UK folks call it) for Content Strategy for Social Media and Mobile.

Developing a complete content strategy is no longer just about web content. With the explosion of social media as both a popular consumer choice and an invaluable business platform, it is critical to consider how your strategy works in these new channels. More and more, people are consuming content not on their computer but on mobile devices. And now, tablets are shifting the digital paradigm again.

How do you plan for something like Facebook, where the conversation changes and evolves daily? What’s the right content for a Facebook page, and what content would be better on YouTube, in an app, or on your web site? How do you know what is the right channel to distribute your content? Do you even need a Twitter account, and if you do, how can you use it strategically to distribute valuable content? And how can you measure your success?

In this track, we’ll explore key social media channels and how to integrate them into your overall Content Strategy. Learn how to develop effective content for Facebook, YouTube, Twitter and more. Discover the value of social bookmarking and content sharing. Workshops, case studies and interactive sessions will explore the challenges of creating an effective and usable Content Strategy for these moving targets. You’ll come away with an understanding of best practices for social media and mobile, and the skills you need to develop effective, integrated Content Strategy across all of today’s dynamic digital media.

Please let me know if you have particular questions you’d like answered or topics you’d like to discuss at the conference. I would love to hear from you!

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