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Content Wikibranding – the 76 Types of Digital Content and Conversation

[ 0 ] November 28, 2011 |

People and business teams are always concerned about ensuring they have enough content.

When you’re starting out, people wonder if they can grind out 100 posts. When you finally  find your swing, then people wonder if their content can support their expectations. And once you’ve been doing it for awhile, you wonder if your act might have grown stale.

As much as content quantity is an issue, I am here to tell you that an equally large albatross around your social content is it’s lack of variety.  Brands are too broadcasty, social media ninjas are too social backslappy and linkbaity, media companies are too linky and broadcasty and travel companies and telcos always seem to be usuing their content areas as customer service not engagement channels.

The content generators would be wise to mix it up with some of the 8 camps and 76 types of conversations listed below. And before you use this as a checklist, instead, particularly if you are a one trick content pony, try being awesome in just three different camps to start. And remember variety is the spice of life…and the internet.

A) ACKNOWLEDGE DIGITAL CONTENT
#1 – Acknowledge receipt of something @mystarbucksidea
#2 – Issue an apology @target
#3 – Project update/status @quickbooks
#4 – Declare an official announcement @redcross

B) PROMOTE DIGITAL CONTENT
#5 – Advertise something
#6 – Provide a discount/offer
#7 – Promote a contest/race
#8 – Promote giveaways
#9 – Call for action
#10 – Invite to an event
#11 – Put out a wanted ad
#12 – Post a case study
#13 – “Compare or contrast” review post
#14 – Launch a product/feature

C) ENQUIRY DIGITAL CONTENT
#15 – Ask a question
#16 – Respond to criticism
#17 – Start a poll
#18 – Post a quiz
#19 – Answer a question
#20 -Solicit comments

D) SERVICE DIGITAL CONTENT
#21 – Provide education/how-tos/tutorials
#22 – Resolve issue
#23 – Provide links to additional resources
#24 – Reviews and advice
#25 – Checklists or cheat sheets
#26 – Share data and stats

E) NEWS DIGITAL CONTENT
#27 – Publish a latest news post
#28 – Augment a previous post
#29 – Give a heads up
#30 – Make a suggestion
#31 – Make an observation
#32 – Provide “best of” list
#33 – Announce winners
#34 – Share latest research
#35 – Celebrate a milestone
#36 – Share latest reports/findings
#37 – Event recap posts
#38 – Curated archives of past wk./mth./year
#39 – Back story coverage

F) DISTRIBUTE DIGITAL CONTENT
#40 – Distribute media
#41 – Share links
#42 – Share video/pics
#43 – Post a challenge
#44 – Start a debate
#45 – Post interviews
#46 – Share teaser to forthcoming news
#47 – Post presentations
#48 – Stream webinar/screencast
#49 – Automated plugin posts

G) EXPRESSION DIGITAL CONTENT
#50 – Express agreement
#51 – Express criticism
#52 – Express support
#53 – Express surprise
#54 – Make a joke
#55 – Offer an opinion
#56 – Show dismay
#57 – Story telling
#58 – Create a fun/parody post
#59 – Issue Controversy
#60 – Post trivia
#61 – Share Infographic
#62 – Post long-form editorial
#63 – Predict trends
#64 – Personal anecdotes

H) COMMUNE DIGITAL CONTENT
#65 – Give a shout out
#66 – Offer a greeting
#67 – Rally support
#68 – Recruit people
#69 – Solicit help
#70 – Celebrate a milestone
#71 – Dialogue with other people
#72 – Profile a fan(s)
#73 – What others are saying
#74 – Disclose personal information
#75 – Share influencer’s posts
#76 – Guest posts

Have we hit all of the possible forms of content? And does your content fall too often in the same camp? In a future post, we’ll plot what the best brands do on this front. In the interim, give us your thoughts on who (a person or comapny)  think does the best job in any of these 76 types.

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Category: Member Wiki, Resources, Wikibrand Guidebook, WikiBrands Champions, WikiBrands in Action, Wikibrands Insights

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