Erik started talking about social media while everyone else was talking about SEO. He consistently received questions like, “Why are you focusing on teenager stuff?” Nobody understood why it was so important for business. Now he gets questions about how to improve social media for business and what's the secret sauce to grow your Twitter followers.
Erik is responsible for one of the early examples of successful content marketing. He created a video loaded with statistics that told the story of the importance of social media. He used it to kick off his speaking engagements, but it was also a trailer for his book, Socialnomics.
The video was so successful that he needed to update the information every year. And people became such fans of the video that when it was updated one year with a different song in the background, viewers clamored for a version with the original song. Not only did Erik and his team provide that alternate version, but all updates feature the original song by FatBoy Slim. Watch the 2015 version below.
Before you do anything related to content, Erik recommends that all employees answer these three questions about the company. And they yield surprisingly different answers.
Once you answer those questions, you are truly ready to create content. Not only that, but you’re ready to release control to the true owners of the brand: customers and employees.