CONTENT TIPS: Six laws for content that works on the web… Ooo! Aaah! Wow! OMG! And I didn’t know that!Posted: November 17, 2016 | |
Six laws for content that works on the web… Ooo! Aaah! Wow! OMG! And I didn’t know that!
Every day we read, write, be amazed, shout, laugh at and share content online.
We do it after we wake-up, go to work, get to work and get home from work. The we do once we’ve kicked our shoes off.
Research would say we see 285 pieces of content every day. I’d say when I’ve got time on my hands it’s a lot more.
As communicators we are every day trying to compete with content that is shouting more loudly. Nobody is waiting for your press release. Or your video.
But how do you make yourself heard over the din?
I think it starts by looking at what works. What works for you? The meme? The 10-secondfd clip? The image? Think for a second.
It got me thinking how if I can catagorise the stuff I see that works. For me, it boils down to five words of phrases… Ooo! Aaah! Wow! Ha! And I didn’t know that!
Sometimes, if you are clever you can tick several of these boxes.
If you are not ticking any of them you need to think if that man in a suit against a wall for 20 minutes is going to fly. The chances are it won’t.
This is the spectacle. The arresting sight that makes you stop and stare.
A video posted by David McLeod (@david_mcleod) on Jan 4, 2016 at 1:58pm PST
This is the story of the dying dog’s last walk. Or the cute child. The thing that tugs on your heart strings.
— BBC News England (@BBCEngland) November 12, 2016
This is a spectacle. The sight that makes your jaw drop slightly.
Leaves gone – long months of winter ahead pic.twitter.com/4ULTvn3CdY
— Herdwick Shepherd (@herdyshepherd1) November 15, 2016
This is the one that makes you stop and plays on your fears. Like the RNLI breath test produced to try and persuade people not to swim out-of-their-depth in the sea.
This is the funny one. The one that makes you want to laugh and share it with your friends so they can laugh too.
Biden: okay here’s the plan: have you seen home alone
Obama: joe, no
Biden: just one booby trap
Obama: joe pic.twitter.com/Zbs2ym7GJP
— case (@caseymichulkaa) November 15, 2016
I didn’t know that!
This is the helpful one. The YouTube clip of the Indian student telling you how to fit a new cricket bat grip or the American showing you how to change a tyre. You look it up to help you. You’re amazed at how easy it is to follow and how complex the written instructions sound.
So, if your content isn’t any of those, should it be content at all?
Picture credit: Andrea Levers / Flickr
Back in the day when the social web seemed new case studies and examples emerged like roadsigns in the fog. Rarely and eagerly sought.
Today, things are different and what was once rare is now expected. Such is the pace of change. So, here’s a crack at rounding-up some of the good things in one place before they get lost. Some you may know. Some may be new. I’ve veered away from posting the sort of content I’m helping to share on comms2point0. That’s more case studies, data and think pieces.
Celtic fans respond with cocoa pops to online Turkish fans who threaten to stab them
Turkish football fans have carved out a reputation for trouble in the past with knife attacks on rival supporters. So, when Fenerbache drew Celtic in Europe some armchair hooligans took selfies with knives threatening violence.
The response from the Celtic supporters was rather sharp. They could have threatened even greater violence in response. Instead they used the Simpsons-inspired hashtag #thatsnotaknife to respond with an arms race of their own. They took masked selfies with household objects including a spoon, a banana and a box of cocoa pops. As an example of an organic self-organised campaign it’s brilliant.
— Tony Clark (@tony1888c) August 30, 2015
Original link: Daily Telegraph.
2. Star Wars scenes as album covers
I’m really no Star Wars nerd. I really couldn’t tell you the name of the bar Hans Solo walked into in Return of the Jedi. Or was it Indiana Jones and the Temple of Doom? But this collection of mock retro album covers really is a fabulous thing of design.
Original link: cnet.com.
3. Australian batsmen Chris Rodgers and Steve Smith head through the Long Room at Lord’s
Another Ashes series and another victory for England. As ever, the two sides went head-to-head ov er social media to see who could produce the best content. Video emerged as a key battleground. Here’ is a clip of the two batsmen coming off the field through the historic Long Room. It works for me for being real-time, slightly geurilla, unpolished but giving behind-the-scenes content. It was shared almost 200-times giving a tidy digital footprint.
— Lord’s Ground (@HomeOfCricket) July 16, 2015
Original link: @homeofcricket.
4. The Humans of New York Facebook page
There are two sides to the internet. The good and the bad. The Humans of New York Facebook page is everything that’s good about the internet. It started as a photography project by a photographer. As he took the pictures the powerful human stories behind them came tumbling out. Sometimes they make me laugh and sometimes cry. Always they tell a story with humanity. This summer the page has visited Pakistan and Iran. Two countries whose web presence in my timeline is shrouded in darkness. The Humans of New York page let some sunshine in.
Original link Humans of New York Facebook page.
5. The Homes of Football
As the Humans of New York is to cities the Homes of Football Twitter is to football. Roy Stuart Clarke has been taking pictures of the sport for more than 20 years. He’s not interested in the action. It’s what happens away from the pitch that he’s more interested in.
— Mr Homes of Football (@HOMESofFOOTBALL) August 28, 2015
Original link: @homesoffootball.
6. Pages from Ceefax… revived
Back in the day you had two choices. You went to the paper shop and bought a paper and maybe they something on Stoke City. Or you used ceefax and turned to p312. It was the internet of the day and how I loved it. But then its faster and slicker younger brother the web came along and turned our heads. But a geek in a bedroom has rebuilt Ceefax and has taken a live news stream so you can watch today’s news again. Slowly.
Original link: pagesfromceefax.net
7. The Isles of Scilly Police Facebook page
This is as close to a perfect public sector Facebook page as its possible to get. Public servants talking like humans. There’s wit, humour and drama. All of it points towards the fact that there isn’t much crime there but if there is they are ready to strike.
Original link: Isles of Scilly Police Facebook page.
8. dorsetforyou.com’s social media directory
As new sites are created it’s sometimes hard to keep track of ones that have been started. That great Facebook page. What was it called again? Councils across Dorset – there’s seven of them – do collaboration while others just talk about it. They have a shared website and they’ve got a shared A-Z where people can find social sites from across the region.
Original link: dorsetforyou.com
9. The Official North Korea Instagram
Access to the life under the Pyongyang regime is closely restricted. But bizarrely, one of the few routes is via Instagram. The official North Korean government account @northkorea_dprk_today is one route that’s open. Propaganda posters, pictures of crops and smiling people prevail along with lengthy narratives in support of the socialist utopia. If you want to get a flavour of what the USSR would be like on social media it’s here. A historic oddity. No pictures of starvation or opponents getting machine gunned, however.
Original link: @northkorea_dprk_today.
10. RNLI crew rescue a man from a sinking ship
When the RNLI go to work they do it miles from view with no-one really to see. The trouble is that people love to see what they get up to. This footage from the onboard camera is raw and unedited but was seen by almost 3,000 on the Facebook page and more via mainstream media. This demonstrates the benefit of sharing the sweets by sharing access to those on the ground as well as the usefulness of video.
Original link: Peterhead RNLI.