Passion trumps content strategy


What’s your content strategy?

If you Google it, you’ll find a million articles telling you about optimisation, engagement and discipline. You’ll read how content strategy is as important to social media as UX is to design, or how it makes sense to manage content as an asset, with a quantifiable ROI.

You can look at where your customers are hanging out online and what they’re reading and viewing. You can look at what your competitors were doing and what type of content is working (or not) for them. You can look at trending conversations and upcoming campaigns. You can data scrape everything, set yourself up with monitoring tools and apply your KPIs.

But at the end of all that, if you don’t feel you “own” your tweets, updates, videos and blog posts – if they’re not coming from the heart – you might as well go back to the drawing board…

As technology gets ever more sophisticated, social media is in danger of becoming its own automated echo chamber. Recommendation engines like Buffer and Klout tell us what to tweet dependent on the popularity of what everyone else is already tweeting; Facebook encourages us to share and comment on updates that have already received tons of shares and comments. The popular becomes ever more popular while the niche dwindles. That’s is not what social was created for.


So those few business Twitter accounts that rip up the strategic content rulebook make me very happy. Special commendation to Big Gay Ice Cream for updates on neighbours and the dog (top), Arena Flowers for tweeting about everything but flowers (above) and Marcus Mark Hair Salon for their pre-apocalyptic monologue, mixed with baby pics (see end of post).

The great thing about these accounts is that they press our emotional buttons in some way. They’re irreverent and often humorous. Most of all, we feel the person on the other side might even be enjoying themselves – and that’s important when we risk being drowned in a torrent of semi-autonomous, thinly disguised marketing messages.


I don’t know, you might find these heart on sleeve updates depressing, but then that’s probably ok – maybe you’re not target audience. For me, this kind of honesty is like ice cream, a brand new haircut or a nice bunch of flowers… instantly refreshing.

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