Should you create Blue Monday content?

Should you create Blue Monday content?

Door Margo van der Laan
An egg that receives more than 45 million likes, people who share ten-year-old photos using #10yearschallenge and Blue Monday which is coming up. I can smell the newsjacking posts already. And I get it, great real-time marketing has proven to be a boost for your reach and there even are awards to win for it. But only when done right. And that’s the thing. If you ever wonder whether you should really hop on the newsjacking train or you're wondering if it would only harm your brand - read along!

Choose your battles
Working in social media we’ve all done it sometimes; a Google search for a social media calendar to find great top topicals to create content around. But before you dive into creating content the big question is: (why) should you?
 
Here are some questions that can help you decide if you should or should not;
–  Is the news topic/ event/ National Holiday relevant to my brand?
–  Does my target audience care?
–  Is the timing right?
–  Am I able to create creative and qualitative content (on short notice)?
–  Can it harm my brand? Is it a sensitive topic?
 
What’s buzzing?
Instead of Googling that social media calendar, we monitor and dive into the data of our communities. What are they saying, doing or looking for? This is a great starting point to decide what is relevant content. If you work at a fashion brand and Black Friday is coming up, you better be there or be square. However, sometimes deciding to be ‘square’ in this case can also be a great decision – considering the amount of competition and the required budget.
 
Plan & prepare vs. last minute creation
Research says real-time marketing is more shareable when it’s not related to a scheduled event. Therefore, I strongly believe in the power of webcare specialists and creatives working hand in hand. One of the benefits of working at an agency is that we keep each other posted on what’s going on and what is relevant for one of the brands we’re working for.
 
If you don’t have the capacity, there’s still the power of scheduled events and holidays. You can plan and prepare this in time and, when done right, it can have a great effect.
 
Bottom-line? Before you dive into creative ideas, funny copy writing and amazing design – ask yourself: Is it relevant to my audience and my brand? Am I able to create qualitative content in time? If the answers are yes, I’m looking forward to it.

Lees ook

151 451 296 643 292 616 556 705 727 752 792 784 877 892 901 982 1000 1017 1039 1058 1080 1117 1127 1184 1217 1267 1292 1342 1410 1417 1470 1479 1530 1559 1596 1601 1612 1626 1645 1689 1701 1712 1718 1728 1751 1759 1766 1800 1809 1832 1866 1890 1907 1925 1939 1947 1966 1972 2005 2019 2033 2050 2303 2296 2274 2250 2229 2215 2202 2189 2165 2127 2120 2112 2102 2086 2065 2070 2050