In a recent session with a client, Mindjumpers talked about the shift in thinking centered around campaigns, to thinking centered around the idea of Always-On content. We thought we would share some insights on how brands and agencies are building content strategies around this idea of Alway-On.
More and more, brands are understanding that in order for their messages to be heard, they need to focus on creating content that is appealing, relevant, and timely, and a lot of it! This is one of the key factors driving the shift from campaign thinking to thinking about real-time content and content that is Always-On.
Although the concept of Always-On has been widely talked about, they ways in which different brands and agencies integrate Always-On into their own content strategies can differ. It is therefore interesting to consider different models and frameworks, which can provide insights for your own Always-On content strategy. We’ll give a brief overview of four different Always-On strategies, from both the brand perspective and the agency perspective.
1. 5 Always-On elements from Kraft Foods
In an interview with the Director of CRM Content Strategy and Integration at Kraft Foods, Kraft shares five key elements to creating Always-On content. First know the topics that you want to talk about, as well as specific topic areas that the brand does not want to talk about, such as religion or politics. Defining conversational topics gives branded content a sense of direction, purpose, and consistency. Be captivating, there is too much content out there and in order to be heard brands have to be highly engaging. Timeliness is key, try to be as real-time as possible. Real-time content doesn’t need Superbowl sized events in order to be interesting. Real-time content can be created around small events, holidays, and news stories that are relevant for both the brand and its audience. Location, location, location, this refers to knowing where your audience is and making the brand easy to find. Even though Facebook and Twitter are often the most talked about, many brands have found that their audience is active in other platforms as well, such as Pinterest, providing greater opportunities for interaction. Last, establish measurements to evaluate content performance.
2. Edelman Digital’s Real-Time Content Mix
The second model is from the agency Edelman Digital and focuses on three main factors in creating the most ideal, real-time content. These are current conversation trends, audience interests, and brand priorities. Edelman Digital suggests that content creators can evaluate real-time content opportunities against each factor. By judging a piece of content against each factor, this model can help content creators to evaluate the potential for content to create valuable, engaging experiences with brand communities. Although every piece of content does not need to satisfy each dimension, it can be used as a general guideline against which content can be evaluated.
3. Percolate’s Stock and Flow content strategy
Another media agency called Percolate, talks about content creation based on the idea of ‘Stock and Flow’ content. This strategy focuses on the idea that brands need to create two types of content to break through the noise and keep the audience engaged over time. ‘Stock’ refers to content that is usually relevant for longer periods of time and is not outdated quickly, such as campaign content and content focused on a brand’s mission statement or brand values. Stock attracts people to the brand and drives interaction. ‘Flow’ content are smaller pieces of content, that are lighter, more timely, and will usually have a shorter life cycle. While stock content can initiate interaction, flow content should keep people engaged and entertained on a daily basis.
4. GolinHarris’ The Bridge
The last agency is GolinHarris, who translated many of these ideas into practice in the development of their network called The Bridge. The Bridge is a network that connects digital media specialists, copywriters, and designers, allowing them to catch the most recent stories and issues that are relevant for brands and sharing them in real-time with social audiences. The video below demonstrates the importance of being captivating, being timely, and sharing topics that connect audience interests and brand priorities. Always-On content helps brands cut through the noise of social streams and build better, more engaging relationships with their audience.