1 Deliver outstanding value
2 Make the content rich
3 This is not a numbers game
4 Follow the money
5 Go after influencers
6 Make social assets irresistible
We create rich sets of social assets around articles or video content – from pic tweets and GIFs to video clips and animations – to accompany our social activity (on Twitter, LinkedIn and Xing). Faced with the relatively bland feeds of social formats, the target audience find these assets compelling and are only too happy to distribute them.
There are, of course, other approaches that can amplify such content even further – not least of all paid social programmes. And the approaches above are not inexpensive. But when even the most modest deals that CIOs concern themselves with run into multi-millions, it clearly makes sense to deliver content packages that will actually reach, impress and engage this elusive audience.