Sunday, February 14

Presenting Content: Fresh Content

If there is a common theme for fresh picks in the first week of February, the theme seemed to be content. Specifically, content needs an assist to find its audience as much communicators need to maintain great content to keep a community.

Given most social media budgets will be increasing this year, it stands to reason the volume of content will grow along with it. What is less understood is whether more communication means more clutter or whether quality content can cut through it.

Best Fresh Content In Review, Week of February 1

• Five Tips for Aspiring Internet Communicators.
Geoff Livingston presents five lessons with links about being an Internet communicator. His list includes developing great writing skills, subject matter expertise, a passion for creativity, an other-centric world view, and a consistent presence. Within these content areas, Livingston lightly guides people with different skill sets to find their own paths. Cool stuff.

Content Needs To Get Most Of Your Attention.
While content is important, Valeria Maltoni shares her insights on how it still needs to be part of an overall strategy. The tactics that grew out of her strategy include: lists, surveys, design, generosity, reciprocity, subscriptions, and search engines. But the real lesson here is that while these tactics help gain exposure, it is content that keeps people coming back for more.

• 2010 MarketingSherpa Social Media Marketing Guide.
The post might be more of a teaser for the 2010 Social Media Marketing Benchmark Report by MarketingSherpa, but Lee Odden shares some excerpts that make the content valuable on its own. Post highlights include changes in social media budgets and the effectiveness of social media integration. (One content caution: there are models for placing strategy before tactics.)

Content might be king, but presentation matters. To prove his point, Ike Pigott stripped the design normally identified with his blog, effectively communicating more with a simple visual (or lack thereof) than with content alone. Presentation creates a very different experience. The addition of an Iron Chef plating analogy also lends itself to a perfect analogy.

Twitter Reveals iPad Sentiment.
The intent of fresh content is to feature individuals over collectives, but sometimes content stands on it own. After reading (and hearing) scores of stories about negative iPad sentiment, MarketingProfs published research demonstrating that not all initial online reactions are suitable for long-term consideration. After two hours (and again after four days), iPad sentiment was significantly more positive than initially reported.

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