Rob Gardner wrote a great post last week about launching a wide content publishing strategy. He says, “with the ascension of meaningful social content dissemination across networks… it is now more important than ever for marketers…to strategically refocus their attitudes and philosophies toward content in a big way.”
You can read the great plan of action Rob details out here, so I won’t rehash it in detail. Instead I’d like to add on to it. Rob says,
Plan to develop containers for the asset types that will be promoted (HTML, fees, Web site architecture, etc.). Of course, once the content types are determined, you will need a place to put them. So if you need RSS Feeds, social accounts, video site maps and pages for video display, image galleries, etc. then get with your IT department and start planning for the day that your content is ready to roll out.
When you sit down to determine the content you will create and the containers that will host it, be sure to think in terms of conversion.
Rob hits the nail on the head when he says we MUST determine primary and secondary metrics in the planning process – and these metrics should be bound to our conversion goals. I mean, what’s the point in measuring anything in business if it doesn’t show you how to be more successful? And because data will be reported to you in real time, your containers should live outside of IT control where possible. You’ll be in a better position to increase your conversion rate if you’re able to monitor and make real time changes.
In fact, empowering yourself to make these immediate changes can be the difference between a ho-hum kind of day and a $45,000 in incremental revenue kind of day, as was the case for American Greetings.
There is no doubt that having the IT team on your side is important - they can work magic and make dreams come true. However, inundating IT with requests for “small” changes (headline changes, keyword substitution, etc.) will be the last thing on their list to get done. Instead, empower yourself to make these changes with the right tools.
Meaningful social content distribution is huge right now and it will continue to be so. Make sure you don’t eliminate yourself from the game by depending on IT to do everything for you.