Page 146 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com

CHAPTER ELEVEN

The Future of Content and Ignition

“When you’re finished changing, you’re finished.”
– Benjamin Franklin

This is the last chapter of the book, and before we part ways (sniff), we need to
figure out what to do with all these ideas. How do you incorporate them
practically into your team? And what’s on the horizon for your content and
ignition?

First things first: Let’s get organized.

The ignition department?

If your business has dedicated resources for content creation and social media
management, you need to begin thinking about creating a core competency in
content ignition as well. What would be the incremental value to your business if
you handed a talented employee this book and said “learn it and do this every
day?” What would be the business impact if you had a company ignition
specialist who drove rapidly increasing levels of content transmission?

This idea of a content transmission specialist is already starting to catch on.
A pioneer in this field is Brian Lutz, a marketing executive with CBL Properties,
who has hired resources specifically for Content Code activities.

“In the last few years, our organic reach on social channels declined due to
the increasing number of users per platform, levels of content, and new pay-to-
play models, most noticeably at Facebook,” Lutz said. “To remain visible on our
consumers’ timelines, we evolved our content marketing strategy to create
content that ‘catches fire,’ or ignites. We made the decision to hire two
Communication Specialists tasked specifically to build shareability into our
content. The people in these new roles are special, for two very specific reasons:
1) They’ve grown up with social media and understand how brands need to