When a user interacts with you using YouTube, Facebook, Twitter, Linkedin etc, there is an understanding between you and the user as to what you will deliver.
There are three general content creation categories, (1) Bulletin Board, (2) Informational (3) Emotional. You should focus on one category for each effort. Sometimes, you can mix 1 & 2 or 2 & 3, but don’t try to do them all in one effort.
Bulletin Board – current news and events. These can be as simple as “new address 200 W. Main”. A Bulletin Board could also highlight an upcoming event. For the most part, this content is specific to a time and a place. Here is an example of a workshop video that was done for SCORE Chicago
Informational – “Our new facility is 3000 sq. ft. it includes ..” Product descriptions are also information videos. Training tips, insights into operations etc. Pointed answers to questions. Below you will find a product video and an answer to a question.
Emotional “ we are creating an environment that will …” A good video tour of a house would be emotional., connecting with you so that you want to live there. Emotional, does not have to be complex. Here is a short video done by Google about a person moving to Paris.
Restaurant postings are often emotional. Note the comments on this restaurant video.
A good news story combines, information and emotional. See this news report that I did with First Business News on web development.
Understand what is the goal of your content. Then, create a place that is consistent with that goal. You can have more than one channel or Twitter effort. One person in Chicago has 5 different Twitter accounts, each one targeted toward a different effort.
Jess Constable, a recent guest on my TV show, has a business that sells jewelry. To that end, she has a website that showcases her jewelry (bulletin board + information). www.jesslc.com . Separately, she maintains a blog that connects with a community providing insights into simplifying your live makeundermylife.com . While the efforts are complementary, she doesn’t sell on her blog.
Mark E Goodman 