Note: This is a post I wrote a couple of years ago and just had to bring back now that the warm weather is here. I guess you could say that these are two of my favorite things to talk about..and to consume!
No matter what you put on top of it (syrup, sprinkles, whipped cream…) it’s the ice cream that really matters. With content, it’s not about the “fluff” – it’s about substance and what your audience can take away from the information you’re sharing. Will they learn something useful? Will they be able to better relate to your product or service? What will they remember about you and, more importantly, what will they then share with others?
It’s good to share. I like to share my ice cream with someone who has a different flavor so I can try both. Sharing content is fun, too. It’s the crux of social media. Businesses should give their audiences the information they need to become brand advocates. These advocates can then create and spread their own content.
There are a lot of different flavors. This one is obvious, yes. Forever 21 customers probably don’t like the same flavor that Talbot’s customers like. You have to know your audience and scoop out the appropriate content to engage them.
No one wants a “brain freeze.” Eat too much, too quickly, and that’s what you’ll get. Think quality, not quantity when it comes to content. For example, blog posts don’t have to be pages long; just look at what Seth Godin does. He keeps it short and sweet. You don’t want to give your audience a headache.
There’s nothing quite like homemade, hand-cranked ice cream. If you’re familiar with content curation, then you know what I’m getting at here. You can write your own engaging content or find compelling content to share. Hand-pick it for your audience and make it relevant to their interests.
It’s okay if ice cream dribbles on your chin or shirt. Why? It just makes you human. From little kids with big ice cream circles around their mouths to adults with ice cream moustaches, everyone knows that things can get a little messy sometimes. Content can be used to humanize big brands. A brand that lets the world see the chocolate ice cream stain on its shirt is more human and likeable.