This week it’s all about content creation. Over time on the podcast we have focused on the distribution channels and the fancy new social networks that have sprung up to allow us to reach a wider audience than ever before, but to get back to basics this week, Cameron and Joe talk about good content.
The Overflow podcast is a perfect example of a way to generate content for a particular topic of interest. We determined early on that we were going to need a way to consistently come up with ideas to include in blog posts, and since we have these types of conversations on a regular basis anyway, why not turn it into audio content and then take the transcripts and turn into something to be indexed.
We have sort of come to a point where there is a fine balance between entertainment, quality and brand message. We are now more open to accepting content that in the past would have been deemed amateurish, whereas now it comes across as “real”, “grassroots”, or “authentic”. This also bodes well for brands that are able to incorporate user generated content into their communications package.
Social media and the ability to listen to the intended audience is driving content creation, as corporate communications people can test various approaches and let the audience dictate what works and create based upon that feedback.
One of the things that we do not do as an agency is create link bait by posting controversial articles. Those content developers are the online version of talk radio hosts who are trying to fire up an audience even though they may not necessarily fully believe the statements they are making.
With all the excitement about the ability to produce video and audio podcasts, we should not forget that quality photography is an excellent way to ensure that your brand message is being communicated properly. It has always been a heavily weighted component of the print production world and should not be diminished in the online realm.
It is an exciting time to be in the content development business because the tools are available at reasonable prices, so even some extreme content such as animation can be considered when it never could have in the past.
How do you feel about going way out there with your brand with the only 
intention of simply trying to attract attention? For example, in Atlanta the Great Southern Wood company has gone with the Yella Fella as a memorable character to reach consumers. Could you see doing something along these lines or do you prefer to stay more literal in the messaging platform that you use?
The opening and closing theme for the Overflow Podcast is called The Information Age, by Anthony Fiumano and you can find it at the Podsafe Music Network.
You can subscribe to The Overflow Podcast directly from ITunes by following this link, and we would be happy to receive listener feedback and ratings at The ITunes Store.
