Skip to main content
  • Call Now
  • Request Info
  • Menu

Search form

  • JWU Main Site
  • jwuLink
  • Apply Now
  • Hide nav
  • Request Info
  • 1.855.598.1881

JWU College of Professional Studies

  • Academics
    Academics
    Academics Home Academic Calendar Online Catalog and Student Handbook On-Campus Programs
    • On Campus
    • Online
    • Business
      • BA - Communication
      • BS – Accounting
      • BS – Advertising & Marketing Communications
      • Doctor of Business Administration
      • BS – Business Studies
      • BS – Digital Marketing & Social Media
      • BS – Fashion Merchandising & Retailing
      • BS – Food & Beverage Entrepreneurship
      • BS - Marketing
      • BSBA – Business Administration
      • BSBA – Entrepreneurship
      • BSBA – Human Resource Management
      • BSBA – International Business
      • BSBA – Management
      • BSBA – Operations & Supply Chain Management
      • BSBA – Enterprise Risk Management
      • MS – Global Tourism and Sustainable Economic Development
      • MS - Finance
      • BSBA - Leadership Studies
      • AS – Business Administration
      • BS – Finance
      • Graduate Micro Certificate - Operations & Supply Chain Management
      • MS – Operations & Project Management
      • Undergraduate Micro Certificate - Business Communication
      • Undergraduate Micro Certificate - Communication for Change
      • Undergraduate Micro Certificate - Foundational Operations & Supply Chain Management
      • Undergraduate Micro Certificate - Technical Writing & Editing
      • Undergraduate Micro-Certificate - Accounting
    • Nonprofit Management
      • Graduate Certificate - Nonprofit Management
      • MS – Nonprofit Management
      • MPA – Nonprofit Management
      • MBA - Nonprofit Managment
    • Criminal Justice
      • MS – Criminal Justice
      • MPA – Criminal Justice
    • Political Science
      • BS - Political Science
    • Culinary Management
      • BS – Baking & Pastry Arts & Food Service Management
      • MS – Food Safety
      • BS – Culinary Arts & Food Service Management
      • Professional Certificate - Professional Craft Brewing
      • BS – Food & Beverage Entrepreneurship
      • BS – Food Industry Compliance Management
      • Bever<u>a</u>ge Service Manag<u>e</u>ment
    • Psychology
      • BS – Psychology
      • MBA – Organizational Psychology
      • MS – Organizational Psychology
    • Health Science
      • BS – Healthcare Administration
      • BS – Public Health
      • MS - Nutrition
      • Graduate Micro Certificate - Sports Nutrition
      • Undergraduate Micro Certificate - Public Health
    • Public Administration
      • MPA – General
      • MPA – Criminal Justice
      • MPA – Nonprofit Management
      • MPA – Homeland Security
      • MPA – Human Resource Management
    • Hospitality
      • BS – Food & Beverage Entrepreneurship
      • BS – Food Industry Compliance Management
      • BS – Hospitality Management
      • BS – Hotel & Lodging Management
      • BS – Sports, Entertainment, Event – Management
      • BS – Tourism & Hospitality Management
      • MBA – Hospitality
      • MS - Hospitality Management
      • MS – Global Tourism and Sustainable Economic Development
      • Graduate Certificate - Hospitality
      • Undergraduate Micro Certificate - Food Compliance
      • Undergraduate Micro Certificate - Quality Assurance in Hospitality
    • Sociology
      • BA - Sociology
    • HR Management
      • BSBA - Human Resource Management
      • MBA - Human Resource Management
      • MS – Human Resource Management
    • Sport Administration
      • BS – Sports, Entertainment, Event — Management
      • MBA – Sport Leadership
    • Liberal Studies
      • BS – Liberal Studies
    • Technology
      • BS – Computer Science
      • BS – Digital Marketing & Social Media
      • MBA – Information Security/Assurance
      • MS - Data Analytics
      • MS – Instructional Design & Technology
    • MBA
      • MBA - Event Leadership
      • MBA-Executive Communication
      • Master of Business Administration (MBA)
      • MBA – Finance
      • MBA – Hospitality
      • MBA – International Beverage Management
      • MBA – Human Resource Management
      • MBA – Information Security/Assurance
      • MBA – Organizational Psychology
      • MBA — Marketing
      • MBA – Operations & Supply Chain Management
      • MBA – Organizational Leadership
      • MBA – Nonprofit Management
      • MBA – Sport Leadership
      • MBA – General (One Year)
      • MBA – Global Fashion Merchandising Management
      • MBA – Project Management
  • Admissions
    Admissions
    JWU Admissions
    • Admissions Home
    • Undergraduate Admissions
    • Apply Online
    • Graduate Admissions
    • Transfer Students
    • Doctoral Admissions
    • On-Campus Admissions
    • International Admissions
    • Career Coach
    • Returning Students
    • Tuition and Fees
    • JWU Military
  • Financial Aid
    Financial Aid
    JWU Financial Aid
    • Financial Aid Home
    • Tuition and Fees
    • Scholarships and Grants
    • Military Benefits
  • Student Services
    Student Services
    JWU Student Services
    • Student Services Home
    • Academic Calendar
    • Career Resources
    • Academic Resources
    • Commencement
    • Technical Resources
  • Corporate Partnerships
    Corporate Partnerships
  • Blog
    Blog
  • About
    About
    About JWU
    • About JWU Professional Home
    • Read Student Testimonials
    • Tour an Online Classroom
    • Two JWU Grads, One MBA Journey
    • Learn from Experienced Faculty
    • Meet Our Team
    • Frequently Asked Questions
    • Discover the JWU Difference
    • Online Student Consumer Information
    • Priorities Survey for Online Learners
  • Apply Now
    Apply Now
  • jwuLink
    jwuLink
  • JWU Main Site
    JWU Main Site

You are here

JWU Professional > Blog > Work Smarter: The Key to Creating Meaningful Content
Career Catalyst

Welcome to Career Catalyst, our blog featuring helpful continuing education and career-related articles written by our faculty and staff. From study and motivation tips to career planning and interview techniques, we cover it all. Make sure to check back regularly, because we’re always posting new articles designed to help you get more out of your education and career.

Follow Us
  • RSS
  • Facebook
  • Google Plus
  • Twitter
  • LinkedIn
  • PinInterest

Work Smarter: The Key to Creating Meaningful Content

search_icon

Search

mail_icon

Subscribe

 

Work Smarter: The Key to Creating Meaningful Content

February 28th, 2019
by Annie Shalvey

If you are a content marketer like me, your career pretty much revolves around creating things for your company. Blog posts (like this one!), social media posts, graphics, eBooks, videos, white papers—the list goes on and on.

However, according to experts, the way we create and circulate content is changing — thus raising the question of whether or not it is still relevant to a company’s success. During a presentation at the 2019 Hootsuite Future of Social Conference in January, Mark Booth, Head of Social Media at Adobe, talked about what he refers to as “the demise of content.” But before I and the thousands of content marketers out there quit our day jobs, let me explain exactly what he means by this apocalyptic prediction.

Content Overload

According to Booth, 60 to 70 percent of all content produced by Business to Business (B2B) organizations goes unused. “I think we’re guilty at times of just creating content for content’s-sake. Every two days, we create as much information as we did from the dawn of civilization up until 2003,” he said, quoting Google’s Eric Schmidt.

That is a ton of content.

According to Johnson & Wales University professor and online instructor Elizabeth Carey, there is no longer a need for companies to have a large volume of content for their social media platforms. “When I was consulting on a social and digital media client in 2011 and 2012, the focus was primarily on high volume of content in a multi-channel distribution model,” she explained. “The social media channels were still in a growth phase, so businesses were evolving their content marketing strategies in parallel paths.”

Instead of creating content just to post it, Carey says companies should instead create things that resonate with their customers. “The focus should be on leveraging the two-way dialogue that social media offers to businesses and how they can interact with customers,” she explained. This idea coincides with the simple marketing strategy Booth touted during the conference: CDM—content, distribution, and measurement.

Content

In a perfect world, Booth said the content we create should be four things: beautiful, relevant, informational, and entertaining. It needs to have a purpose. Instead, many content marketers have an “if you build it, they will come” mentality. If we create the eBook, write the blog, and design the infographic, it will be seen, retweeted, shared, and will convert, therefore making it a success.

But Booth says that strategy isn’t good enough anymore. Instead of just creating to create, marketers need to approach the content they’re creating strategically and identify to whom it can be marketed. “If you’re not creating in the age of the individual, you’re doing something wrong,” he said.

Carey agrees. She says that data analytics from social media can tell a business exactly how customers are engaging with their content, and who their customers are from a behavioral, demographic, psychographic, and geographic standpoint. “When businesses take advantage of this data, develop relevant content, and combine it with a commitment to engage with customers across the most optimal social media channels, they establish trust and a level of authenticity that customers respond to with brand loyalty.” Instead of creating anything and everything, take the time to learn which types of content work best for your company. Once you have your strategy in place, you can put the work in to make it effective.  

Distribution

Distribution is the key to a successful content strategy. Without it, you’re just creating stagnant content that has no legs. Booth said his team breaks distribution down into three segments: organic, paid, and influencer-driver.

Organic

Some people think that organic distribution is dead. To that, Booth says this: “Wrong. I am seeing millions and millions and millions of dollars that are being touched by organic social. It is influencing the pipeline.”

Paid

One piece of advice Booth offered is to start using paid social ads if you aren’t already. “We are seeing massive, massive results [from paid social],” he said, indicating that his company currently has a campaign on Twitter with a 17-percent click-through rate (CTR). According to online advertising firm Wordstream, the average CTR for paid search ads on Google AdWords is about two percent.

Influencer-Driven

By identifying industry influencers in your target demographic—not just celebrities and athletes but people who are actually using your solutions in their communities—you can build a network of brand advocates that will resonate with your audience.

Measurement

One point that Booth made repeatedly is that your content is only as good as the distribution and measurement you have behind it. “We have to live in a world where we’re actually showing what we’re driving for the business,” he said. “Friends don’t let friends report impressions as a campaign success metric.” According to Booth, impressions are not something that bring any value, unless they are being monetized like in a media company. Other metrics can be analyzed to show the value each piece of content is brining into your company.

“We’ve been able to do some interesting things to actually show that we are influencing this much money with this blog post, this tweet, or with that Facebook post,” he said. His best advice is to stop focusing on the metrics that won’t actually get you anywhere. Instead of social engagements, highlight things that highlight business-driving success like dollars. Executives care about dollars far more than they do about impressions or engagements.

The moral of the story? If you build it, they will come if you have a content, distribution, and measurement strategy that showcases real value.

Want to learn more about earning your online BS – Digital Marketing & Social Media degree from Johnson & Wales University? Complete the “Request Info” form on this page or call 855-JWU-1881.

 

Blog Categories: 
Marketing & Advertising
February 28th, 2019
by Annie Shalvey
Back to Blog
next
Next Post

Travel and Tourism Trends of 2019 [INFOGRAPHIC]

Read More >
prev
Previous Post

BS Public Health: A Closer Look

Read More >
Featured Blogs

Choosing the MBA That’s Right for You: One-Year vs. Two-Year Programs

June 30th, 2022 – If you're considering going back to school to earn your Master of Business Administration (MBA), good for... Read More

22 Productivity Tips for College Students

June 30th, 2022 – Your time as a college student is likely one of the most important, exciting, and challenging chapters of... Read More

How College Students Can Improve Their Emotional Intelligence

June 30th, 2022 – Having high emotional intelligence (EI), also known as emotional quotient or EQ, can help college... Read More

10 Supply Chain Management Careers You Should Consider

June 30th, 2022 – Since the pandemic, supply chain issues have been in the news repeatedly. Something most of us took for... Read More

How to Practice Authentic Leadership

June 30th, 2022 – Authentic leadership is a management style in which leaders are genuine, self-aware, and transparent.... Read More

Older Stories
Annie Shalvey's picture
AuthorAnnie Shalvey
Annie joined the JWU College of Online Education in September 2016 as a communications coordinator. A native Rhode Islander, she received her BA in English from Providence College. Before joining Team JWU, Annie worked as a digital news producer and social media gal at a local TV station. She enjoys rainy days, suspense novels, concerts, and writing blogs for Career Catalyst. Annie is currently pursuing her MBA at Johnson & Wales.
  • Now accepting applications
  • Apply now
  • Admissions

Career Coach

Continue to Career Coach

You are now leaving Johnson & Wales’ (JWU) site and going to a site not operated by us. We are not responsible for the content or availability of any site other than our own.The information provided on the site is provided by Economic Modeling Specialists International (EMSI). EMSI has indicated to us the information provided is fair and reasonable. We do not make any representations or warranties, nor do we accept liability or responsibility, as to the accuracy or use of the information.  Additional links may also be provided, including those relating to employment opportunities. 

You are responsible for performing due diligence, such as ensuring the listings are for actual jobs and that your private and personal information are protected, when using or relying on information from any site.

 

Johnson & Wales University
115 Cedar St.
Providence, RI 02903
855.598.1881

© 2022 Johnson & Wales University
Privacy Policy  Nondiscrimination Policy

 

  • Contact Us
  • Accreditation & Approvals
  • Online Student Consumer Information
  • Catalogs
  • Handbooks
  • Facebook
  • YouTube
  • Twitter
  • Instagram
  • LinkedIn
  • Pinterest
Back to top