20110402-創造具品牌價值內容的6個提示
有在網路上固定發表文章的人，應當看看這篇文章，會寫文章在網路這個平台上，或多或少都是希望讓別人看看自己的文章、看法，Mashable在4月1日發表了一篇名為「6 Tips for Creating Valuable Branded Content」的文章，讓人思考，寫哪些題材才是真正具備價值性的文章。而最重要的還是要站在使用者的角度來看待發佈的內容，畢竟是寫給人看的，而不是寫給冷冰冰的機器看的。
1.站在使用者的角度
網頁內容是給人看的，而不是給機器看的。在決定內容發表策略時,應試著放入能吸引人關注及願意分享的資訊為優先考慮。
2.與平台無關
不論在哪種平台，好的內容就是好的內容，要思考的問題在於，如何讓你的內容有更好的機會讓人們看到，並分享之。
3.具備可攜帶性 、可發現性、可分享性
不要陷入自己發佈的內容只能完全發表在自己網頁的思維裡。好的內容應當能夠流傳，讓使用者能依其喜好下載、分享。雖然針對搜尋引擎最佳化（SEO）能使內容被其他人找到，但是此舉將漸漸地危及到你的品牌。
4.多發佈、早發佈新訊息
試著出版不同的內容，並觀察及分析使用者的使用習慣，瞭解哪些資訊是他們要的，及不想要的，如此，你就能專注在那些會成功的內容上。
5.關注數據資料
最理想的方式是自己做數據分析，但若無法，至少也得多與資料分析師或媒體分析師討論關於你的發表內容。若發覺有某個社群團體在挖掘你的資料，應留意，這是一個有機會發展成新資產的機會。換言之，若你的讀者只關注與特定議題，或完全忽略，那就該重新規劃、重新定義你的發表策略。
6. 準備迎接驚喜
當一個機會來時，卻與原本的發表策略相衝突時，應當適時地改變策略，以迎接成功的機會。
【原文】---- ---- ---- ---- ---- ---- ---- ---- ---- ---- ---- ---- ----
6 Tips for Creating Valuable Branded Content
April 1, 2011 by Tamsin Hemingray
1. Be on the Side of the User
Content is for people not machines, so you need to make sure that you're thinking about the user when you're developing a content strategy. This mind-set is more likely to create things that are useful to consumers and therefore earn attention and shares.
2. Start Platform-Agnostic
Good content is good content, wherever it's hosted. Don't start with a Facebook strategy (or a blog, or a YouTube channel) — start with identifying what content will be interesting to your users. Then as part of your content strategy, consider which platforms and tools are going to give your content the best chance to be seen and shared.
3. Make it Portable, Findable & Shareable
Avoid the mindset that your content must be published only on your site and completely controlled by you. Good content should be built to travel, so users should be able to download, embed or share it as they like. In fact, your content may not be published on your site at all. Of course, search engine optimization is essential, because search engines have to be able to see and make sense of stuff so they can show it to users. But don't get trapped into making SEO the end goal of your content — it undermines the bigger opportunity for your brand.
4. Release Early, Release Often
A lesson from the techies is an attitude that works for content as much as it works for startups and apps: Release early, release often. Develop a range of content ideas, get them out there and
see how they go down with your users. Simple measurement tools and analysis will tell you what's working and what isn't so you can put more focus on the things that are successful. Things that work get more effort behind them. Learn and move on from things that don't.
5. Stay Close to the Data
Ideally you should be doing this yourself, but if data makes your head hurt, talk to data analysts and social media analysts about what it might be telling you about your content. How is it being used and where might the opportunities be? If you see that a particular social community is picking up on your content, then it might be an opportunity to develop further assets with that audience or network in mind. If, on the other hand, your target audience is only engaging with certain aspects of your content, or worse, ignoring it completely, then it's time to refine, optimize and retarget your efforts.
6. Be Prepared to Be Surprised
It's a liberating approach, and one which has given rise to some of our biggest successes for clients. You might be planning a series of videos about a topic when the first one really hits the spot and starts generating a lot of attention on its own. Take advantage of this and don't worry if you have to re-write your plans. When opportunity comes and it isn't what you are expecting, be prepared to move quickly. Be prepared to ditch the plans for that week and go after it with everything you have at your disposal.
A few simple tips like this can't tell you how to create great content — that's part talent, part experience, part understanding your audience, part luck and a great big chunk of content strategy. However, if you focus on creating content that's made for people, not machines, then you're starting from the right place.
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