We are pleased to bring you a guest post from C.C. Chapman, best-selling author, speaker, and entrepreneur extraordinaire.
By C.C. Chapman
Lisa is the owner of Modern Pilates Boston and realized early on that when people decide to get fit the first place they go is online to search for solutions. She is active across all social media channels answering questions and giving tips, but she also takes the questions that are most commonly asked and creates blog posts about them. She has written about everything from fixing bad habits, to fitness trends and even the hot topic of yoga pants. As Lisa knows, a variety of topics will help attract both the casual observer who might only be looking for a quick answer to a fitness question, yet also gives detailed posts for the more fitness obsessed.
This lifestyle brand is known for their military grade rucksacks and other gear. But, take a moment to look at their blog where CEO Jason McCarthy not only talks about the products, but also shares photo essays of visits to other American manufacturing companies, cool bars and adventures with his dog. They also have recently started using video to further explain who they are and what they do such as this video explaining what their GORUCK Challenge is all about.
Founded in 1790, this Vermont company is America's oldest flour company that has held onto it's small business roots the entire time. Recently featured in a Google+ commercial for their embrace of technology, they've proven that any company can use content in appropriate ways. Spend time on their website and you'll find plenty of information about their flour varieties, as well as an endless supply of recipes. One strategy they've used better than most is constantly sharing photos through their Instagram account and using many of them in blog posts. Finally, while they have the required presences on the popular social media platforms, they've added a good old-fashioned discussion forum on their site to keep the conversations and questions on their own domain where they can control it better.
- Don’t be afraid to strategically experiment and see what works.
- Take the time to look at what your competitors are doing, determine the types of content you believe you and your team could create on a regular basis and begin creating it.
- Don't forget that while you will be sharing your content across social media, whenever possible you want those links, clicks and customers coming to your own website where you control the experience and messaging.