Successful Social Content in 3 Words

Successful Social Content in 3 Words
Jamie Lee Wallace - Tue May 05, 2009 @ 03:41AM
Comments: 18

While cruising the blogs this morning, I came across a guest post on Copyblogger - Everything You Need to Know About Creating Killer Content in 3 Simple Words. Post author Demian Farnworth boils down the essence of good Web writing into three words: clear, concise, and compelling.

While I agree with Farnworth's assessment, my social side couldn't resist the urge to supplement his list with one of my own. So, without further ado, here is the Savvy solution for successful social content in three simple words:

1. Specific
At Savvy B2B, we often write about knowing your reader. No matter your message or medium - understanding your audience's wants and needs is critical to making a connection. The Web is a big place - specificity helps your content stand out.

Taking Farnworth's "compelling" one step further, remember that social content needs to be targeted in three ways: the message, the audience, and the venue. You must consider each of these aspects in order to maximize your content's impact. Know what you want to say, who needs to hear it, and how to reach them.

2. Sincere
Consumers - be they B2C or B2B - don't want BS anymore. They've had it with smoke and mirrors. They know how to ferret out disingenuous claims. More importantly, the social Web gives individuals real-time tools to share their opinions - good or bad - about you.

Long-term social success requires authenticity. Wild promises and self-appointed guru status might create a temporary splash, but - eventually - people catch on. Honest, respectful, and transparent communication transforms valuable customers into priceless brand evangelists.

3. Stimulating
The social Web is not a passive medium. Unlike print materials, it demands user interaction.

In addition to sincerity, a truly social piece of content must inspire dialog. Readers must be compelled to share your content with others, provide feedback, and even (as in the case of this post) generate their own content as a result of reading yours.

Content that sparks conversation engages your audience and helps to establish you as a thought-leader in your industry.


There you have it: clear, concise, and compelling; specific, sincere, and stimulating.

What can you add to the conversation? Can you provide examples of these tips in action? How about examples where writers have gone astray? Do you have another three-word mantra that works for you?

Comments: 18


1. Seamus Walsh  |  my website   |   Wed May 06, 2009 @ 04:10PM

I would add only one word, be "relevant." People come to you at different stages in their buying life cycle, they could buy in one week, one month, one quarter or one year, you need specific content that editorializes and educates them and your unique differentiation on solving those issues. In addition, generic content does not work anymore, you need to address each stakeholder, if you are selling to a CIO, CFO, HR, you need specific content to address their business requirements. As an outsider this may be difficult to attain, because business issues are often in the eye of the beholder. This list is the new norm, people expect it, adding relevancy into the mix will begin to address their specific business issues on their terms.

2. Jamie Wallace  |  my website   |   Thu May 07, 2009 @ 03:29AM

@ Seamus - You bring up a great addition to the list. Although "Relevancy" might potentially be rolled up under "Specific," you highlight the importance of understanding who your reader is in terms of mindset ... not just his general mindset (that of an IT buyer, for instance), but his immediate mindset (that of an IT buyer who is halfway through the process of vetting a number of competitive solutions). Excellent point to keep in mind. Sending someone an irrelevant message does a lot of damage ... I've received them before from companies and immediately thought, "These people have no idea what I need."
Thanks for the great comment!

3. Laurie Phillips  |  my website   |   Fri May 08, 2009 @ 08:48AM

1. Be opinionated. Controversy is fine, but slamming your competition, whether you name them or not, is bad form. 2. Give credit, whether its for quotes, photos or content.

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