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When scheduling in your content, keep these four concepts in mind to remain relevant and increase your chances of achieving your content goals:
Creating content for moments that you can predict or plan around is called topical content. This concept is about inserting your brand into a contextually relevant moment, for example, Pancake Tuesday recipes or romantic restaurants on Valentine’s Day.
Reactive content, however, is a more agile form of content, which is created around real-time conversations. For example, a social media phenomenon like “The dress” goes viral overnight. This kind of topic allows you to create something that is timely and hyper-relevant to what it is that your audience is discussing at that moment in time.
Oreo hinged their content strategy on social media around topical content. The Daily Twist was a strategy that saw Oreo create over 100 different topical moments through social media using their iconic black and white cookies. The content resulted in hyper-relevant moments within the newsfeed that resulted in over 433 million Facebook views, which is astronomical. There was a 280% increase in shares of their content because their audiences engaged with it more. Oreo became a living, breathing moment in popular culture that lived far beyond its packaging.
Brands clamored to create reactive content around #TheDress, an image that divided audiences online as to whether it was black and blue, or white and gold. People were arguing and couldn’t come to a decision as to what color the dress was when it hit social media newsfeeds. And ultimately, the real winners in this were brands.
A great example of social content in the reactive space around #TheDress was this campaign from the Salvation Army (see slide ‘Case study: #TheDress’). You can see they’ve used a very clever play on words to highlight victims of domestic abuse. Being able to tie in a brand moment, which people saw as quite whimsical, and flip it into something that is meaningful and emotive, helped drive donations and awareness of the Salvation Army’s campaign against domestic abuse.Back to Top
Creative Director at Teneo PSG Digital
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ABOUT THIS DIGITAL MARKETING MODULE
This module introduces the concept of engaging with and acquiring customers using the creation and sharing of content. It explains how to choose the right content for your customers – and how to ensure it gets seen by them. It outlines the different content formats available on social media channels and helps you identify which platform best suits your content. It also identifies best practices for scheduling your content, and equips you with the knowledge to devise and execute your own content creation strategy.
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