Content Marketing 3 levels of content
What content is conversation-worthy? That is the central question that many social media and internet experts are asking themselves today. In order to formulate an answer to this question, we organized a unique study in preparation for the paper below. The study collected all conversations from a thousand Facebook fan pages of two hundred globally operating brands. In total, more than 770,000 conversations about these brands were analyzed. We did the same exercise for Twitter. Here we selected a random week in June 2011 to analyze tweets about three hundred brands. That gave us 246,000 conversations. In order to gain insight into what people share with each other, we performed data mining (a complex, in-depth analysis of all available conversations and figures) on a million brand conversations. The study provides a lot of detail, but in broad terms these are the conclusions:
The classics still work: contests and games . Content with a game element, contests, it generates a lot of conversations. Together with interaction, this gamification ensures a lot of 'likes'. 'Free' also still works well. If people can get something for free, then that generates conversations. It's not just about free products, but also about free content.
Structural collaboration . When you involve people in your decisions, they talk azerbaijan phone number list about it. When their engagement increases, the number of conversations increases. This does not have to be complex. Asking a question to fans can already generate a lot of interaction. Moreover, consumers show their enthusiasm through 'likes'.
Current Affairs . Fans love to share news about your company: consumers like to stay up-to-date on news about their favorite companies. But broader topics are also conversation-worthy. Even if it is not directly related to products, people love to talk about art, music, food, sports and they show their interest by 'liking' this content.
Positive messages . There is more interaction when sharing something positive than something negative. Consumers love positive stories. Positive messages can also enjoy many e-'likes'.