A goal for many of our clients is creating viral and searchable content that can live online and be re-purposed across channels. They are looking for something interesting and engaging that highlights their thought leadership in certain markets, but does not trip any wires at the SEC. To achieve this goal, we usually recommend developing a predictions or trends blog.
Now, before you roll your eyes – we totally understand that not all prediction posts are created equally, but if they are done right they can be very successful. What does this mean? Content should be generated from the corner office to get serious traction. While C-level executives can be leery to make predictions, we’ve found that those who assume some risk, are the ones that reap the reward.
As we head into the fall season of prediction setting, we’ve developed a few tips for developing searchable and sticky content that will drive conversions, help manage brand reputation and offer thought leadership from the top management:
- Plant your stake in the ground. Don’t be afraid to have a point of view. In today’s world, audiences want to engage with leaders who take a stance and share their opinion on things from business strategy to pop culture to current events. Not only does having a POV makes news, but it also shows the company culture.
- Connect to the future. Yes, predictions are for the year ahead, but every company or organization has long terms goals. Leave a breadcrumb for these goals so that you can continue them to where your company is headed.
- Think big. The most successful posts are the ones that bring different ideas and spark new conversations. Don’t be afraid to think outside of the box and connect your industry to a different market or topic.
- Focus on quality over quantity. Reflect back on the conversations you’ve had this year and the events you have attended. What were the top 1-3 themes you heard? Focus on these topics and begin expanding on them. Don’t feel like you need to have a list of 10 things. A list of four is just as impactful as a list of ten and many times its more impactful.
Now the hardest part of writing a trends piece is remembering this: don’t be afraid to be wrong. Life happens, markets evolve and not always as we plan. Executives understand this better than anyone. Predictions made this year may not pan out, but at least you put yourself out there. Did search improve? Did you get more inbound inquiries for PR and marketing? What else did you gain – increased web traffic? Think about the tangible results you got from developing this content.
Want to learn how we could amplify this content and repurpose it across channels? Reach out to Michelle Blackston at firstname.lastname@example.org for more information.