Content First, Then Conversation

Picture this: You arrive at a networking event or cocktail party and strike up a conversation with another guest. You trade elevator speeches about your jobs. You chat about the weather. You move on. It’s awkward. We’ve all been there.

But sometimes, you have the good fortune of meeting someone whose work really interests you. Maybe she can provide insight into a problem you have been trying to solve. Or can share her personal experience with a product you are considering purchasing. You stick around because you are getting value from the exchange.

This analogy demonstrates why content should come before conversation. Don’t get me wrong; both are important for a brand trying to attract and retain customers. Conversation can be so much richer and more productive, however, when it is based on solid, valuable content. You have to give people something to talk about.

Web marketer Scott Hepburn (2009) points out that, like at a cocktail party, the conversations brands engage in on social media are often mere chit chat or small talk. While these “light” interactions can make a positive impression, it is not a long-lasting one. Hepburn contends that “a customer relationship without substance dissolves or lapses” (Hepburn, “The Lesson”).

A 2009 study (Himelboim, Gleave & Smith) backs up the idea that conversations based on quality content will be more robust. Through analysis of an online political newsgroup, it found that contributors with the largest number of replies to their messages began their threads by referencing outside content 95 percent of the time. The contributors cited a variety of sources: government agencies, respected news organizations, blogs and non-profits. The point is that the content provided fuel for an engaging conversation.

A marketer should also consider that publishing content is her opportunity to try to set the topic and tone of a conversation. The key word here is “try.” Consumers today are an educated and sometimes opinionated group, and they are not always going to follow your lead. Nevertheless, your content is “the ‘advertising’ portion of social media, where you control the message” (Schaffer, 2010, para. 6). By providing quality content that offers real value—not advertising—you are giving readers something to talk about with their friends, on their Facebook page, or at that boring networking reception.

This leads to the idea that not all content is created equal. As I alluded to in an earlier post, having online content that no one sees provides limited value—to anyone. This is where conversation can be helpful. To gain readers for your content and inspire them to share or talk about it (thereby attracting more readers), you must first earn their attention with a message that is relevant to them.

To accomplish these goals, the Social Media Examiner blog urges marketers to use content to “educate, entertain AND empower,” and to do so on a consistent basis (Porterfield, 2011, “#2: Create relevance”). If done well, your content could be considered an “anti-interruption” (Media Emerging, n.d.). In other words, unlike the annoying advertisement that interrupts one’s primary focus, be it a television show or online article, quality content is welcomed and even sought after. It can also serve as the jumping off point for a dialogue, either with the brand or with others about the brand.

Highlighting the ties between content and conversation, marketing firm Rebar (2011) suggests that an excellent way to connect with your target audience is to think about your content as a conversation with your customers. What do they care about? What questions do they frequently ask you? What would be helpful for them to know? By focusing on the issues important to your audience, you pave the way for the next valuable step, conversation.

Can you think of a brand that has successfully used content (e.g., blog, website copy, white paper, video) to spark a conversation with you or by you?

References

Hepburn, S. (2009, Dec. 21). A tale of two coffee vendors: content vs. conversation [Weblog post]. http://www.mediaemerging.com/2009/12/21/coffee-social-media/

Himelboim, I., Gleave, E., & Smith, M. (2009). Discussion catalysts in online political discussions: Content importers and conversation starters. Journal of Computer-Mediated Communication 14(4), pp. 771–789, DOI: 10.1111/j.1083-6101.2009.01470.x

Media Emerging (n.d.) About Us. http://www.mediaemerging.com/about/

Porterfield, A. (2011, Nov. 16). 5 tips for creating shareable blog content [Weblog post]. Retrieved November 10, 2012 from http://www.socialmediaexaminer.com/5-tips-for-creating-shareable-blog-content/

Rebar. (2011). Creating content vs. having conversations [Weblog post].  Retrieved November 10, 2012 from http://www.rebarbusinessbuilders.com/2011/02/creating-content-vs-having-conversations/

Schaffer , M. (2010, Nov. 15). Content vs. conversation [Weblog post]. Retrieved November 10, 2012 from http://thebuzzbymikeschaffer.com/2010/11/15/content-vs-conversation/

Strong, F. (2012). Why content marketing is the new branding [Weblog post]. Retrieved November 10, 2012 from http://www.copyblogger.com/content-and-branding/