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Why Content Matters Now and Forever

Posted by Cody Damon on 6/14/2010


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Consumers are inundated daily with a barrage of messaging – be it online or off. Organizations are all pitted against each other in an attempt to get the smallest amount of attention from the masses. You are not given a lot of time either; a 30 second radio spot on the morning commute, a well-targeted cost-per-click ad on a search engine, or maybe just 140 characters. You have a very short amount of time to try and draw attention to your brand or organization. Giving the state of information overload in society it is more important than ever to maintain a steady stream of relevant content. Why? Because after all has been said and done about Search Engine Optimization (SEO) and the emerging field of Social Media Optimization (SMO) content is and will always be the most important part of any campaign. Take for example the recent campaign by a client of ours, Product (RED). Building on the momentum of the 2010 World Cup, (RED) partnered with Yahoo! to raise money for the Global Fund on the opening day of match play. Yahoo! donated $1 for every goal scored, up to $100,000,  while playing their game Penalty Shootout on June 11th. (RED) reached the $100,000 mark in just 4.5 hours! It didn’t matter that this wasn’t the most remarkable game every created. It was a fun little game that anyone could quickly figure out and play for a couple minutes. The most important aspect was that it gave content for (RED) to distribute. (RED) has a Twitter following of over 1,000,000 users and their Facebook page is well over 500,000. Being able to put out content regularly means that 1.5-million users are always aware of (RED) and their mission to end AIDS in Africa. We did our part to get the message out. Our founder, James Boyce, published an article on Huffington Post, which then got picked up and distributed to the far ends of the Twitterverse. (RED) understand the culture of sharing that exist online, but people only want to share content that is relevant. The point is content always matters. (RED) is a great partner to work with because they generate rich, fun, informative content that is always on message with their brand. When you have content like this to share, you are giving your brand or organization a pulse. If you want a stronger pulse it is only logical to put out more relevant content. It is a simple formula: (1) Build distribution networks (We might know a thing or two that can help). (2) Generate relevant content frequently (We are pretty good at this too). Brands and organizations that we partner with follow this simple formula and their pulse is heard all over the Internet.

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