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Most social media content is too self-centered to engage anyone.<br />a.k.a. Building a Customer-Centric Content Development Plan<br /> #Social4Social 2011-05-12 @Nolin<br />

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Because it’s not about you.<br />

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They’re trying to solve problems.<br />

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There is a Useful Content Deficit.<br />Demand > Supply<br />Expectation of Findability<br />Expectation of Relevance <br />Expectation of Value<br />

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How to engage your audience<br />Make it about them, not about you.<br />Start with light, easy content.<br />Measure which categories engage.<br />THEN invest in heavy content.<br />

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1. Make it about them.<br />Who is your target audience?<br />What are their needs & pains?<br />Which needs & pains can you help with?<br />Group into 4-6 categories<br />

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Example of a Content Framework<br />

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2. Start with light, easy content.<br />Repurpose existing content assets<br />Curate and share 3rd party content<br />

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Repurpose existing content<br />

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Curate 3rd party content<br />Deploy via Social Channels<br />Extract & Track<br />Monitor & Cull<br />

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3. Measure content engagement.<br />

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4. Move from light to heavy<br />

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The Engaging Content Checklist<br /><ul><li>Easy to find

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About them, not you

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Helps them solve a problem

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Light content informs heavy</li></li></ul><li>How to engage with me.<br />http://twitter.com/nolin<br />http://ca.linkedin.com/in/nolinlechasseur<br />nolin@brainrider.com<br />http://brainrider.info<br />http://blog.brainrider.com<br />