July 20, 2015

It's Time To Start Creating News-worthy Social Content: Here's Why

Right now your brand is active across multiple social media channels. But while it’s producing a steady stream of content about its own products and services, it’s missing an important element: hard-hitting industry news.

Why is it time to start generating news articles about your industry? It’s because the majority of social media users—your customers included—are now logging onto their social accounts in search of more than just information about their friends and family. Social media is becoming a trusted news source.

According to a new report from Pew Research, for instance, 63 percent of Facebook and Twitter users alike now access these popular social media channels in search of such information; this is an increase of 16 percent and 11 percent from 2013, respectively. Further, 59 percent of users claim they follow breaking news on Twitter while 31 percent claim to do so on Facebook.

You can expect these figures to climb even higher once Twitter unveils its new Project Lightning service, too. The Project Lightning update, set to be released later this year, will include a feature that will link users directly to pages where tweets are unfolding about specific events in real-time. This feature will make it easier to locate breaking news.

So, what types of articles should your company be covering? Be on the lookout for a variety of headlines related to market trends, hot-button issues, regulatory updates and specific use cases that pertain to your space.

Here are some specific examples of articles a food manufacturer could cover for its readers:

  • Everything you need to know about the FDA’s new food pyramid: This article would serve as an unbiased reference to understanding the new food pyramid. It would include important changes, items that have stayed the same  and an explanation of why the pyramid changed in the first place.
  • Want to avoid salmonella contamination? Read this: Here, the food manufacturer would lead in with the example of how nearly 2 million pounds of chicken were pulled off of grocery store shelves after a nationwide salmonella outbreak. The food manufacturer would explain what led to the outbreak, why it went undetected and tips for helping consumers shop safely and avoid potentially dangerous products.

As you can see, these articles serve to promote the food manufacturer’s brand without specifically mentioning the company. The trade-off is that a reader would gain valuable insight into a particular topic, and thus grow to trust the company as a thought leader and provider of useful information.

Click here to learn more about how a  content strategy vendor can help your brand take on this initiative.

Comments powered by Disqus

Related News