The Content kingdom is widespread and the dire need for good content is across all the leading platforms. What was once considered as a sharing platform has now turned into a consuming platform, especially in this post-pandemic scenario. The social media platforms, such as Facebook, Instagram, Twitter and YouTube are now an addiction to content consumption for scores of people. While some are in the process of migrating, many have already migrated from the traditional media, such as print or broadcast to social media platforms as their medium of both, information and entertainment. Content factories are being set up to create, curate, build and strategize the overall marketing communication strategy. The jargons have consequently changed too. I’d like to throw light on the 5 T’s which I consider are the key factors in positioning your content in this New Normal Kingdom.
The first impression is the lasting impression. A decade ago, we gave so much of importance to the cover page of magazines, the front-page picture of the dailies and the attraction of a center spread. However, the focus is now shifted to the Thumbnail of all content which acts as a billboard and a captivating factor. It connects the content and the consumer. The Gfxteam powered by catchy pictures thus play a crucial role in understanding the content and the consumer. Thumbnails are attention grabbers which spike the interest of the viewers to consume the content. However, they don’t summarize the content but display the key aspects in order to evoke the interest of the viewers. Good pictures are selected not only to create an appeal but also as a positioning strategy. Thus the need to create attractive thumbnails and drive more views to your content.
The main purpose of a title is to garner attention and entice people to start consuming your content. Hence the words that you use and how you draft your title is vital to the success of your post. Your title has the potential to either make your post to be widely read and shared, or on the other hand, to get only the least attraction. We live in a sea of information and if your title doesn’t captivate or engage people, then the wisdom in your content is lost in the ocean. Therefore, keep your title short and simple, include sensational information such as controversies, triggering the audience to get inquisitive or go into a debating mode. Power-packed words with emotional triggers have a lasting appeal, also delivering the promising depth in the content. Texts and numbers get more clicks than thumbnails with only images, because the human brain has a tendency to pause and read when it encounters text with an image.
A good content posted at a wrong time will get lost in the ocean of information. Every social media site has its own, unique high and low traffic times and knowing when most of the site’s users are active is a great tool to have at your disposal. You can use this information to get your content and your message to reach many of social media users.In this age of algorithms, you need to have a more adaptable approach as the platforms are more crowded with posts now rather than the yesteryears. Just because you think your content is consumed in the morning, it doesn’t mean you should post them only in the morning.You should experiment with scheduling posts for different times of the day and night and you may be surprised to see the outcome.
The most important thing you can do to really understand your content at the macro level is to have a well-chalked-out tagging strategy. Tags reflect content and those which are seemingly important for the consumers, such as, place, people and products, when excessively used will diminish the value of your content. The key to a good tag is that although it ought to be general enough applicable to multiple pieces of content yet it should be specific, pertaining to the core content. Short messages are good tags. It’s crucial that your tags are spelt out correctly and have a consistent format including capitalization, punctuation etc. Since tagging is all about grouping your content to make it easier to analyze, it’s good to get into the habit of re-checking your existing tags, not only for spelling purposes, but also to see if there’s a similar tag that you could use instead. Periodic review on over- and under-used tags can help you course-correct. It’s also a good opportunity to share insights that you’ve gleaned from your new tagging strategy.
Testimonials begin with the views, the likes, the comments and the shares, that your content receives. They generate enthusiasm, trust in your content, and they also become your emissaries. People tend to trust other consumers for a valid reason. The bonding that these social media channels have with the viewers are proving their efficacy through the viewers’ comments and feedback. The high degree of interaction is a special feature of social media, wherein the users have the provision to give direct feedback or comment on specific content by clicking on the “Like” button. In addition, the users also directly contribute to the spreading of content across social media by clicking on the “share” icon. Most often, positive comments on social media boost the Google rankings. However, social media content also follows its own rules, and therefore requires its own dedicated strategy and community guidelines.
The content kingdom landscape is dynamically changing and is now proven to be dominated by social media content. The connect is however more at a personal level which is consistently flourishing in recent times.
The deeper we dig, wider is the excavation, promulgating a better channel with better rate of viewers.
Content thus undoubtedly educates, entertains and empowers the consumers.
This article is authored by RBU Shyam Kumar, CEO, Sathiyam TV as part of the New Normal Series.