This week I moderated another Social Media Today webinar as part of their Best Thinker webinar series, this time on the topic of: Boldly Take Your Content Where No One Has Gone Before: Tactics for Better Content and Competition Analysis. This webinar was sponsored by Act-On Software and featured Chris Boudreaux - Digital Strategist and Founder of SocialMediaGovernance.com, Lee Frederiksen - Managing Partner and growth expert at Hinge, and Petra Neiger - Marketing Advisor to Brands helping them with digital and social media. We discussed tons of great ideas for creating and curating unique content.
Here are 3 of the key takeaways:
- 70% of B2B content goes unused - the human attention span dropped from 12 seconds in 2000 to 8 seconds in 2013, one second less than that of a goldfish! Customers need to interact with your content 3 to 5 times before they believe it so a lot of B2B content ends up going unused.
- Employees generate 2.5 times the traffic that traffic generated by the brand - so you think your branded content does well just look at the results IBM had with their employee based content it out performed the branded content by 2.5x.
- Create your "Always-On" Content Engine - Start with shared vision and goals supported by enterprise-wide processes with individual accountability and ownership as well as cross-functional governance and operational oversight.
To get a copy of the slides or listen to the replay please click here. You can also scan the highlights of this webinar on Twitter by reading the Storify below. The next webinar is on Prioritizing the Customer Experience in Social Media be sure to sign up for it or view the schedule of other upcoming webinars.