Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
5 Necessities for Establishing a Culture of Content Creation
Posted on October 26th 2012
Does your organization place the onus of content creation on your marketing department? Or is there one lucky individual who gets that task?
If you answered yes to either of those questions, you’re probably in pretty good company. While marketers can be excellent content creators, they represent a single function within any business, and therefore, only have a fraction of the perspective required to fully capitalize on all opportunities for content creation.
The goal for any organization involved in content, digital or social marketing should be to create a culture of content creation by which everyone is responsible for contributing strategically relevant, compelling, and meaningful content.
Following are 5 necessities for cultivating a culture of content creation:
If everyone will be expected to contribute content, everyone will need to be trained on your content strategy, identifying opportunities to create or capture content, how to create meaningful content for various uses and platforms, and on the various technologies and software required for production.
To assure buy-in from your entire organization, senior leadership needs to lead by example and be strong proponents of your culture of content creation. What this will mean is that they will need the same extensive training as everyone else, and will need to be among your best content creators for others to get excited and involved, and for content creation to truly become part of your organization’s culture.
I’m not talking cash, cars and trips here, but if you can reward your content creators with fame, increased responsibility, greater autonomy, or positive reinforcement, it will go a long way to encouraging content creation, maintaining initial enthusiasm for your content plan, or overcoming the initial skepticism and resistance to change that people may exhibit.
SET CLEAR EXPECTATIONS
People generally want to be productive and feel as though their work is making an impact and meaningful contribution. For anyone to know what to do, you’ll need to set clear expectations. Depending on your organizational structure and existing culture, you might even want to write content creation into job descriptions or work measurable deliverables into performance reviews. Without clearly stated expectations, buy-in will be met with greater resistance due to increased confusion and a perceived lack of organization.
PROVIDE PROPER SUPPORT, MANAGEMENT AND DIRECTION
Every great team is led by a great coach. Similarly, you will need someone to lead your culture of content creation by providing necessary technical and production support, manage the publication and dissemination of content, and direct the organization from a high-level strategic perspective to ensure opportunities are being capitalized on, among other duties.
How is content created in your organization?
Are there other ways that you foster a culture of content creation?
What are some challenges you’ve faced regarding content creation, and how have you overcome them?
It would be great to hear from you in the comments, or on Twitter @RGBSocial