Content is one thing that is always there, never complete and always with room for improvement from marketers. When any brand opts to use social media, email, content marketing, video, audio and the like, marketers are making a commitment to 'feed the beast' regularly with fresh, valuable content people will want to discover, consume and, ultimately, share with others.
Read MoreOpen up any 'feed,' be it a News Feed, Timeline or even an RSS feed, and one thing becomes clear quickly: everyone is talking about the same thing (for the most part at least). People go online to share bits and pieces of their lives from time to time, but they also spend a lot of time discussing what is going on in the world of television, sports, current events and culture. People share to be part of the moment along with their friends.
Pew Research recently showed that people aren't comfortable rocking the boat online. They tend to share thoughts and opinions they know others will go along with, which means an echo chamber gets created as people share and reshare the same thoughts, content and opinions, perhaps with their own perspective. Facebook and Twitter have capitalized on this with trending topics, and Facebook tweaking its algorithm based on content recency and what people tend to be talking about.
People want to discuss what everyone else is, and social media channels encourage it.
There is one outlier, however: brand content. People are talking about two or three topics, and then most brand posts take the approach of discussing something completely different. They come out of nowhere discussing what they want, while ignoring what everyone else wants.
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