content: as an intellectual property machine
We’re assuming you’re reading our blog because you’re interested in the getting on of your game. Creating new, better intellectual property should absolutely be on your list of Things Involved In Getting On Your Game. As we’ve already established in our first blog in this series, content is an essential component of your [competent] marketing strategy. There’s just no way around it. In our second blog, we set the standard for your content. Now, you understand you must create. You also know you have to make it Good, in the context of art. Now, we introduce a new goal – create content that contributes to a higher purpose – new, better intellectual property.
Intellectual Property, as defined by US Law: a work or invention that is the result of creativity, such as a manuscript or a design, to which one has rights and for which one may apply for a patent, copyright, trademark, etc.
If your blog strategy isn’t contributing to a larger purpose than just making sure your blog stays up-to-date, you’re missing out on a huge opportunity. We all know blogging is a big deal. Content marketing, SEO, yaddayaddayadda. Here’s one of our favorite things about blogging and the commitment to a blog content map and calendar: it forces you to stay fresh, on top of your game, and produce the content you should really be producing anyway. Effort thrown behind things without taking inventory of value is only sometimes marginally better than doing nothing at all. However, if you’re blogging mindfully, it could become one of the most rewarding aspects of your development of your craft.
Think of blogging as your continuing education. You curate other content as research. You are forced to make judgements about what you’ve read to create your own original ideas. These are all good things. Learn. Create. Blog. We guarantee you that, provided you go into the entire endeavor with a good idea of how you’re going to pull it off and what you’re pulling off in the first place (duh), you will absolutely be better at whatever it is that you do because you blogged. Think of your blog as your public journal for business. But journal like you’re planning to write a book.
Not all of us are videographically gifted. Just ask Hannah’s videography teacher in college. However, the force video exerts in a news feed is huge and should not be overlooked by marketers and those wanting to touch more with their message. Video is pushed through with greater frequency and to a greater audience on platforms such as Facebook who governs user experience with an iron fist. LinkedIn just recently launched video capability with resounding and disrupting success. So there’s the case for creating videos. But what we’re really here to talk about is intellectual property.
Videos (gasp) are intellectual property. Genre is certainly dependent upon industry but as with blogging, if you’re producing videos without a plan for something larger, it might be time to go back and do some more planning. There’s huge potential for both the creation of videos for daily distribution across social media, but also for larger education or promotion purposes.
The way people consume content is always shifting with technology. Podcast enthusiasts have been around since Apple dropped the concept, but podcasting popularity seems to have hit critical mass in the past couple of years. It is almost a foregone conclusion now that someone with a successful blog would expand their reach and diversify their media by producing a podcast. Absorbing podcast content fits within the go-go-go of the 21st century, tech-savvy lifestyle. Unfortunately, for those of us in the Bay Area, we still have to drive…en mass. Ergo, there is a built-in time and desire to fill the mindless void. Enter: podcasts.
We encourage you to first ask your Communications Consultant if podcasting is right for you. At the risk of sounding like a broken record, we encourage you, if you decide to move in the direction of production, to formulate a solid plan before launching. Make sure the content (intellectual property ding ding ding!) you plan to put together for your podcast makes sense for both your audience and your Big Picture Goal of what sort of content you want to associate with your brand. If it meets these qualifications and is of quality worthy of your brand, roll with it. Just like that.
In the age of ceaseless social media buzz, there’s a substantial opportunity to gauge interest before throwing a bunch of effort behind creating content no one cares about. This is what we’re referencing by the term micro-blogging. Facebook, Instagram, and LinkedIn allow for long-format posting, in which you can introduce concepts with enough context to get an accurate read on audience reception.
Say you’re a leadership coach interested in developing an e-book on effective strategies for managing weekly team meetings. You have amassed a substantial engaged following on Facebook (you hit the lottery and are charming. People would hate you, but miraculously, they haven’t caught on yet). You don’t know if this e-book would be something your audience would be interested in. You’ve sketched out a few ideas – certainly enough for a high-quality Facebook post asking for feedback. People love to see themselves comment (equivalent of hearing themselves talk in the Internet Age). Asking for feedback and opinions is a time-tested way to incite a deluge of comments on Facebook. In this way, you can concept-develop an idea with your real-time audience without spending hours creating a product you’re not sure anyone would care about in the first place.
Tune in next week for our capstone blog in this series: Content: As A Currency. We’ll talk attraction, sealing the deal, trust, loyalty, and evangelism.