Brands are becoming real-time content creators
Change is a constant conversation in the marketing industry. The last few years have brought
two tectonic shifts: From campaign-based thinking to sustained messaging and from 21-week
production schedules for television commercials to 21 minutes between tweets.
Many argue (and we agree) that brands always were content creators. But clearly there is a
difference between a 30-second spot that cost millions and a 4pm Facebook status update.
How does a brand start to think about this new world of content?
A brand needs a content strategy that combines beautiful brand assets with the frequent interactions that make up social.
The ability to optimize publishing against real-time topics, ideas and learnings is crucial to social growth in new platforms and markets.
To keep up with the always-on nature of social, a brand’s marketing team needs to systematize their content creation.
Percolate has been built with these challenges in mind.
Let’s break this down.
Great content lives where cultural relevance & brand voice meet
Over the last two years we’ve seen new opportunities for brands take shape across all the major social platforms (Timeline, Promoted Tweets and LinkedIn Company Pages to name a few). While they’re all slightly different, content is at the center of these platforms. For the first time, a brand isn’t given special boxes to put their messages in. Instead, to compete a brand needs to be just as interesting as our friends. The challenge, now, is what to say and how to scale and sustain that message.
To be a good content creator a brand needs to be a good content consumer. Percolate helps brands identify inputs that make up their unique view: From topics of interest and creative guidelines to calendar events. These inputs form a brand’s Social DNA. Percolate monitors these inputs alongside a brand’s own content to inspire community management teams to create interesting, timely, and relevant content.
Brands must systematize their social content creation cycle
Content creation is the most time consuming task in social. When you look at the typical social content process, it’s clear to see a brand’s time is spent managing the multiple teams that tackle the creative and strategic tasks. This challenge will only increase as brands continue to scale their social strategy and the need for more and more frequent content grows.
We believe there’s a more effective way to create content: An approach that brings efficiencies to all teams collaborating on content creation and allows brands to recapture some of the intellectual capital around their social strategy that resides in the heads of their content teams. Percolate provides and supports intelligent publishing workflows that range from calendaring and stock photography partnerships to streamlined approvals and image editing tools. We empower brands to be always-on publishers.
Brands must scale their content strategy against real-time learning
With the growth of social, the imperative for brands is clear: Every brand needs to think about how to deliver on their content needs. This requires a content strategy that takes learnings from a brand’s daily updates and applies these insights to shape the larger trends and topics that make up a brand’s global communications. This strategy must help everyone in the organization learn what content works best.
To accomplish this strategy, brands need real-time learnings to optimize their publishing. Percolate’s learning engine constantly monitors a brand’s publishing activity and understands what’s working (and what’s not). Our analytics tools deliver insights and content recommendations. These prompts and insights, combined with services provided by our brand strategists, inform the content strategies of the world’s top brands.