Improvisation is not an excuse for failing to plan, so marketers shouldn’t start burning their content calendar just yet.
That was the view of Michael Brito, Senior Vice President, Digital West, Edelman Digital on the Edelman panel at the Adobe Summit EMEA today.
Real time interactions give brands the opportunity to engage and entertain their target audience. But to truly maximise content creation, brands need to layer various strategies together. Marketers should maintain their content calendar, while also responding to fans questions and remaining vigilant for topical events to hijack. The panel reached the consensus that brands need to think of themselves as media companies and develop the skills of a news room.
“Brands need to become content engines,” Brito said.
He also pointed out that social content deteriorates rapidly, with the majority of engagement on Facebook coming within the first three hours. Sharon Flaherty, head of content and PR at Confused.com, explained that this had led to her building a team of former journalists to create content. Another benefit of using trained experts was to reduce the time taken in meeting compliance requirements.
The panel also discussed the bonus for marketers that comes from these social signals combining with well-written copy to help with SEO, and winning new business. Flaherty gave the example of Confused.com’s “No claims bonus” handout, which currently ranks No. 1 on Google, and is frequently commented on and shared. This is one of more than 150 guides the company has produced in the past three years, content which Flaherty said is currently delivering 20,000 new customers a month.