Sometimes I get accused of hating on everything fun about the internet. That’s not the case. Although I have enraged Pinterest-lovers across the web with this interview I did with the NY Times.
It’s my job to separate out the fun from the commercial. My advice here was targeted to brands keen to set off and invest in a dedicated Pinterest strategy. Whether it’s Pinterest, Instagram, Facebook, or even the latest Mobile OS my recommendation remains the same.
For years we saw the same problem — brands developing social media strategies that were based around platforms. This led to a never ending conversation of “How do we know if it’s working?” and “Social media can’t be measured.” Now we’re seeing the same mistake impact Content Marketing initiatives.
Your strategy should be led by what your customers want and what your business needs. It should never be led by the latest platform. Do platforms count? Absolutely. Obviously you have to fish where the fish are, and there’s no point creating content that doesn’t work in the most popular channels, but in terms of content marketing strategy — platform selection is one of the last steps in your planning.
If you’re interested in how London Stock approaches Content Marketing planning email me at darika AT ldnstock.com and I’m happy to send you some of the tools we use.