Don’t Overlook What’s Underneath Your Fancy Social Content

February 4, 2015

social content

“Clothes make the man. Naked people have little or no influence in society.” – Mark Twain
“The beauty of a woman is not in the clothes she wears, the figure that she carries, or in the way she combs her hair.” – Audrey Hepburn

Mark and Audrey are a bit at odds, here, don’t you think? Yet, it’s hard to disagree with either of them. 

When we present ourselves (or, our brand, since that’s what this blog is all about) to the world, it behooves us to put our best content outfit forward. Yet, in the wise words of Ms. Hepburn, we can not forget that our true value is the content underneath. 

With 70% of marketers saying they plan to increase their social media spend in 2015, the temptation to pour all of your energy and resources into creating the perfect campaigns is a big one. But campaigns are merely the clothes in which a brand is dressed. It’s important to not lose sight of — and continue to nurture — what’s underneath. 

Campaigns on the Clothes in Your Closet

The latest trends are attention-grabbers, but they don’t last long. People will like your clothes, perhaps even envy them. Some of your outfits are going to work out better than others. Some days you’ll feel like a rockstar, other days frumpy and out of place. 

Clothes on a hanger may look fabulous, but they are lifeless.

Your Brand is What Exists Underneath Those Clothes

Clothes don’t have friends or supporters. People do. Brands can. Clothes are forgetable. But when there is something truly compelling about the one who dons them, people are drawn to it and given an impression. A helping hand, a smile, a heartwarming story or funny joke turn acquaintances into friends, and friends into loyal friends for life. 

While these two need to coexist, start by taking a close look at the content that supports the latter. 

What is underneath the clothes you put so much meticulous effort into creating? How does your brand respond when someone, one of your customers or potential customers … 

  • Asks for help? 
  • Poses a question? 
  • Gives a compliment? 
  • Complains about poor service? 
  • Offers a suggestion? 
  • Is shopping for a competitor’s product?
  • Is using your product in an unlikely way? 
  • Is having a bad day? 
  • Is celebrating an accomplishment? 

Ask yourself — would people want to be friends with your brand regardless of that fancy campaign outfit? And, are those drawn to you based solely on that fancy outfit truly the right people with whom you need to connect?  

Let’s face it, there’s a lot of hard work that goes into taking a close look at what’s inside (it’s really a lot like therapy) and doing the work in developing a content framework that supports a consistent brand story.

But taking this time can ensure that you have supporters who love you beyond the designer outfit, who will support you when you’re being bullied for the pattern on the shirt you selected, and will hangout with you on the days you’re sitting around in your favorite jeans.  

Quotations courtesy of brainyquote.comImage via Canva
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is a strategist, speaker, educator, and author of Brand Now: How to Stand Out in a Crowded, Distracted World and Get Scrappy: Smarter Digital Marketing for Businesses Big and Small. He is the Chief Brand Strategist at Brand Driven Digital, an educator at the University of Iowa, and host of the On Brand podcast. More about Nick.