I have been a frequent sharer on LinkedIn, passing on some of the many interesting articles, etc. I see on my news feed. I have been pretty chuffed to see that my posts average about 50 page views each, with the odd like and even more odd comment. Mindful of the research showing that tweets and Facebook updates with images get a better response, I occasionally shared infographics or memes and, sure enough, the view rate was significantly higher. Then I came across this meme yesterday:
Funny? Tick. Pop culture reference? Tick. Relevance to work? Tick. I shared the photo, and within minutes my iPad was pinging me constantly with messages that people had either liked or commented on the post. I was mildly impressed with the 58 likes and 7 comments I received (I know this isn’t earth shattering, but it’s a great result for my account), but this afternoon when I logged onto my account I saw that the post had nearly 2,500 views – more than 20 times my previous best.
Why such a difference? My educated guess is that this meme in particular struck a chord with people who have ever encountered unrealistic expectations with a client/boss/stakeholder (which is just about anyone who has ever worked or studied!) At any rate, I think I’ll be posting more memes in the future!
Here’s an excerpt from an excellent article I came across written by James Carson and published on Econsultancy:
“Content marketing costs less than advertising, and more people engage with it.
“It sounds like a revolution but actually there are some rather unkind hidden truths in all of this.
“Much like the pigs at the end of Animal Farm, with the evil predecessor gone, what’s replaced it looks… very similar indeed.
George Orwell, Animal Farm:
Twelve voices were shouting in anger, and they were all alike. No question, now, what had happened to the faces of the pigs. The creatures outside looked from pig to man, and from man to pig, and from pig to man again; but already it was impossible to say which was which.
Advertising is a waste of money and has been for more than ten years…
An interesting post from Shelley Bowen published on the Content Marketing Institute’s website today:
“Video today is like desktop publishing was 15 years ago — everyone thinks they can do it,” a colleague said recently. And the fact is, anyone can create a video. A video worth watching? That’s a whole ‘nother story.
I recently wrote a one-minute video content script for a brand introduction video. It included voiceover, visual text, and descriptions of imagery for context.
I admit, I had more fun than I’ve had creating content in a long time. The voice, the rhythm, even the messages came fairly easily to me — the biggest challenge was to control the voice (I have a tendency to go overboard before drawing it all back to reality) and keep it down to one minute. And they loved it. Which always makes me super happy.
Yes, this kind of project can just as easily be a ROYAL pain in the you-know-what, with a lot of back-and-forth. Or result in something that’s not worth sharing. You know what made it work?
So maybe that was obvious to you. But it isn’t always to companies that need content written or edited…