Content, Content Everywhere … For the Taking!

Trucking ContentI just finished ghost writing a blog post for a client commemorating National Trucker Appreciation Week. Pretty esoteric as far as national recognition weeks go, but it offers a fantastic example on how to create great blog and social media content by just letting your fingers do the walking in Google’s search box.

Step 1: Find the Official Site/Page

Most recognition campaigns have a dedicated page on the sponsoring organization’s Web site. Depending on who’s behind the digital curtain, the quality can vary widely. Some sites will just post a press release, but more social media savvy organizations often include a treasure trove of campaign tools for online/offline participation. On the digital side, you’ll find character count ready tweets, banners and graphics, pre-made memes and videos all for the taking. At the very least, you’ll get enough material to write a solid blog post and/or devise a coordinated social media push around your chosen campaign.

Step 2: Search for Topical Infographics

Infographics are all the rage these days, and for good reason. According to HubSpot (via infographic), they’re 30x more likely to be read than a text article.  Why? Because infographics capitalize on our short online attention spans by presenting important facts and data in one visually rich, engaging graphic. The strategy is simple: inform the reader quickly and encourage sharing via social networks.

For publishers (read:you) infographics offer an ease of use that’s hard to beat. They generally always carry the originating author’s logo, links to sourced material and contact information, so attribution is built in. Translation: no worries about copyright infringement. Slap an infographic into a blog post with a short introduction and, et viola,  you’ve educated your readers without making them read too much.

Step 3: [Your Topic Here] There’s a Video for That

Most people think of YouTube as the repository for Web’s cute baby videos, wacky news bloopers and backyard stunt fails. It’s definitely all that, but over 100 hours of video is uploaded to YouTube every minute, and many companies and organizations offer professionally produced videos that you can easily embed into your blog posts or use on Facebook, Twitter and LinkedIn. Seeing that 78% of people watch online videos every week, and visual content outperforms nearly all other social media content, incorporating third-party videos into your content strategy is a no brainer.

For my trucking blog post, I wanted to close with a few recommendations for how to thank truckers for their hard work on the nation’s highways. Most of the suggestions I found on trucking blogs and sites were absolutely trite and silly:  “Buy them a cup of coffee,” “Take a minute to personally thank them when they pull into your loading dock.” One site even offered links to a catalog of swag to buy for your favorite truckers. Well, I don’t have a favorite trucker (outside of Kris Kristofferson in Convoy), so I decided that the best way for my client’s audience to appreciate truckers is to drive safer. And wouldn’t you know it, I found an engaging instructional YouTube video entitled 10 Tips for Sharing the Road with Truck Drivers. You’re welcome Road Kings and Queens!

The Takeaway …

Today’s Web is so deep with shareable content that virtually anyone with an Internet connection can create great content for their audiences. All it takes is a chef’s mindset; gather up your ingredients, mix them together and bake.

So what are you going to whip up?

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Pat McKenna is a digital strategist, social media manager/instructor, web designer and founder of MojoWeb Productions, LLC. in Milwaukee, WI. He can be reached via e-mail or by calling (414) 732-3397.