At my grandmother’s house, the weeks leading up to holidays involved many conversations about pie. Who would be coming to dinner was directly related to the quantity and flavor of the pies to be made. On Pi Day, I can’t help but remember those three days or so of preparation as some of my favorite memories. As a communications strategist, I can see how several of my grandma’s pie baking rules apply to content strategy.
- One pie is never enough. Engaging branded content should leave people wanting more. Content leads not only to “likes” but to followers; it increases your searchability; it helps people to know and trust you. You should leave them wanting more.
- Always have more than one flavor to offer (i.e., don’t bake 2 apple pies if you can make and apple and a cherry). Not sure whether you should be producing video, writing blogs, snapping pictures, or sending well-crafted Tweets? What most connects with your audience? Chances are, it’s a little bit of everything. With new algorithms being rolled out almost daily, it can be hard to keep up with new media trends. If you don’t have time to keep up with the latest research, hire a team to do this for you. It’s important to measure the outcomes of your strategy (i.e., did your content increase traffic? leads? sales?) quarterly to reassess its efficacy.
- Some people like it a la mode, some like it plain. Some like it hot, some like it cold. With content, it’s not just about what you offer, but where and how you post it. Find out when and where your audience likes to consume information, and make sure you have a presence there. Good news: like a day-old slice of pie that is reheated to taste oven-fresh, content can often be tweaked and repurposed.
- It’s better to have leftovers than to run out. I remember once being so busy handing out slices at my birthday party that we ran out and I didn’t get any. Since then, it’s always seemed more important for us to make enough and freeze the leftovers for a rainy day. Content can be similarly stored for times when business picks up, or when you go on vacation. Your audience doesn’t take breaks with you: be prepared by thinking and writing ahead.