Who doesn't want to create content that gets shared and then shared again? Can content be trustworthy, true to the brand, yet have a specific outcome like increased sales, or increased audience?
- Work to become a trusted brand with content that reflects brand values - in our case, social innovation, transformation, collaboration, solutions.
- Inspire and educate - leave the reader feeling like they learned something and they are on the right track!
- Be original - this one is a tall order because creative can take more time than we have - but make that a goal, right?
- Transparency - where did the info come from? Most people will read several versions to arrive at an opinion.
- Try for interesting, amusing, and/or unique - this is what will make a person share with their networks.