Brand Content: adapting content to a social environment

Brand Content: adapting content to a social environment.

Your publics decide where your content goes when they share it on the social networks. How to prepare for this social peregrination?

Brand content mantra
We impartially decide on and activate marketing channels by focusing on customer needs and our marketing objectives rather than on the channels where we feel comfortable or that we might have used traditionally. We first focus on the story and how that story should be told differently and more effectively on each available channel to maximize impact, engagement and results.

Telling a story is probably the most effective way to find an audience and nourish a brand relationship with its publics. Its publication is amplified when Web users share it via their social networks. In any case, it’s a strategic objective to be able to produce content that can be easily consumed and shared, content that is freed from the restrictions of each “container” and that adapts to its publication context and environment – perfectly agnostic content, content “without a chapel”. So it’s no longer about designing content based only on an editorial objective but also on a contextual one:

  • What information do we want to convey to our readers?
  • Which questions does this content answer?
  • How will our readers access this content?
  • Why and how should this content be shared?

What possibilities does Twitter offer to make your content emerge in a constant flow of information? 
In August 2013, Twitter introduced Twitter Cards to enable marketers to produce enriched content that goes beyond the mere 140-character tweet. Twitter Cards let you create a rich multimedia experience for site visitors who relay your content. They add visual interest via images, product info, videos, etc. All you have to do to get started is use the feature to add a few lines of code to your site.

Consider metadata as a full part of your digital communication strategy and your content strategy. For several reasons:

  1. First impressions don’t occur twice. The first contact with your content is not your site, it’s Google and the social networks.
  2. This contact point takes place in an extremely competitive environment. You want to emerge.
  3. When it’s shared on the social networks, it will be promoted by someone who has taken the responsibility to share it… This means we must be deserving of this attention. Ask yourself whether you would share this kind of content yourself.
  4. More and more, Google includes social resonance in its algorithm to suggest these sites to users first.

The sound experience on Twitter...
Have you heard ‘Sweet Home Alabama’ by Hipster Online on #SoundCloud?
— Clément Hurstel (@clement_hurstel) June 19, 2014

"Brand The Gap", the most widely viewed Slideshare presentation of all time, entirely integrated into the Twitter timeline. Honestly, we can’t get enough.
The Brand Gap #branding via @SlideShare
— Clément Hurstel (@clement_hurstel) June 19, 2014

Flick'r has given special attention to its photo staging with the Twitter Photo Card
This looks like a fine place to #paraglide in the UK
— Flickr (@Flickr) July 11, 2013

Player Cards
A short video without leaving your TL? We hacked the lights at Sony’s E3 press conference this year. Here’s what you missed if you were watching at home:
— Watch Dogs (@watchdogsgame) June 24, 2013

See some other examples of integration here