Just when I thought content was not the most powerful component around social media I was given a reality slap in the face.
One of our clients is a sports fantasy game provider (more of a social game that WILL revolutionize the fantasy world) and when we signed them on, I thought “ok, time to get the masses to start playing this game and telling their friends”. And I found, if you tweet it, well they will not necessarily flock.
Numbers did not grow at the rate we predicted and the retweets and traffic did not spike. But then we launched the blog, where the founders and staff blogged about sports news, players to watch, game strategy for general users, game strategy for insane gamer… their interest and profile jumped through the roof.
The week we launched the blog we instantly had hundreds reading the advice, and looking in to see what this game was all about. Followers went up, retweets went up, and so did my eyebrows. Even though, in the end it is all about playing the fantasy game, people wanted to see written copy about the games strategy, and what the knowledge level was of those closest to the game before they would even step foot on their website.
Now whether we are talking to someone in the professional trades, a corporate lawyer, or anyone we try and think about their content first, their first 5 blog entries and how they will become a trusted resource in their sector. This is how they get more interest, and in the end grow their business. Something one should not forget.