There is no doubt that some of the most recognized well-loved brands in history are also the most successful brands. The biggest reason for this is their strong commitment to advertising and marketing. But as we transition into relying more on social media and a new era of distribution technologies, some brands are changing how they connect with us, and they are calling it Liquid Content.
Creating Your Liquid Content
Lets first determine that content is the creation of your stories that are to be expressed through every possible connection (BLOG, Facebook, Twitter, LinkedIn). Each story must add value and significance to your customer's lives. Your content is your "brand conversation". It is also what will keep your current customers engages and convert new customers, and as such it should be the world's most engaging content.
As for your liquid, it is the elements of your content (brand conversation) that move freely amongst themselves but do not become separate stories. The fluidity of ideas means that no one model can do it all. The need for multiple connections is key. And be sure to include ideas/stories from brand fans or your brand ambassadors.
5 principles when creating liquid content to adhere to:
1 - Inspire participation
2 - Connect creative minds
3 - Share
4 - Continued development
5 - Measure results
To help with the development of your liquid content you have to manage the flow, define your north star (big impact idea), bring out creativity in all you work with, ensure clarity in your thinking, embrace risk, incubate creative ideas and create a culture of creativity.
World-class creative ideas need tension for them to thrive. You need to use conflict constructively as it can produce outstanding creative thinking.
Applying the 70-20-10 investment principles to your content.
When you start out creating content and marketing, it is beneficial to have a strategic plan. And yes, if you are writing your own blogs, doing your own Facebook ads, writing your own posts and updating your website then you are a marketing.
70% of your posts should be low risk. This is your daily content that pays for rent and is a pathway to the 20%.
20% of your content should be derived from what you know works from the 70%. You should engage with a specific audience but still have a broad appeal.
10% of your posts should be high risk content. These are fresh, new ideas that you are gambling on. You need to be prepared for them to succeed or fail and to celebrate both.
I cannot stress it enough. You need to measure all of your results. You need to know what works and what doesn't work to ensure you are making the best decisions.
So get ready to launch your conversations and to be patient. Don't move on too early. Learn to fuel the conversations you have for the long-term. It is a new world for communications, and you need to produce a new north star and who knows, maybe one day you will join those companies at the top.
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