Public Relations & Social Marketing Insight

More brands and people continue filling the channels with their blogs, infographics, white papers, etc. As a result, we’re experiencing a deluge of content, most of it suffering from over-messaged, self-important corporate sales talk, or worse, shoddy workmanship.

There’s no better example of this issue than our own marketing space where the effort to produce consistent content creates an ever increasing level of drivel. In fact, there’s so much “me, too” content, getting beyond a headline skim requires some real shake-up in the social media marketplace or a dramatic post. When readers find themselves inundated with ever increasing quantities of the same, creators find themselves producing content with diminishing value.

The situation devolves to the point where content becomes spam. We all know what happens to spam. It doesn’t get read, it’s unsubscribed from, deleted, and relegated to the annals of digital indexing somewhere deep in Google....

Ikea USA serves as a blueprint for social media content creation. There are some great ideas to steal from Ikea USA’s editorial calendar.

If I were to reveal a hidden talent of mine, I’d say I’m good at assembling Ikea furniture. As most Swedes, I’ve grown up with flat packages and family quarrels around mounting manuals. I’m practically born with a hexagon key in my hand. Therefore, as a devoted brand advocate, I wanted to check out Ikea’s social media strategy; curious to know if it is as innovative as their products. Ikea Sweden is not on Twitter while Ikea USA tweets according to a clear content strategy....