Erin Middleton

The name of the box I typed this post in on the WordPress dashboard is labeled “content.” What is content? When people say “Content is King,” what do they mean?

Well for one, they probably work in social media. Strategists understand that in the social sphere that a brand’s target audience is opting-in now. To content. To content that interests them. They check that box and get it delivered to them in the most convenient way possible.

In 2010, that means mobile. While a mere 3% of the 276 million mobile consumers in the U.S. own iPhones, near 50% of them do have smartphones. It’s so convenient to have everything in your hand. Isn’t it? And I’m not just talking apps, I’m talking about texting, email, maybe some music, a video service, and of course, your phone. Bingo! Content channels up the wazoo via one simple device!!!

Another channel that I think will be popular, or at least isn’t done with it’s run yet, is Flickr. What a community!!! It’s bursting with content, waiting to be dissected, gobbled up, sponsored, or at least looked at. In the name of transparency, I have a Flickr stream. And I’m also responsible for writing blog posts for a client. When it comes to “add an image,” where do I look? Online… and believe you me, there aren’t enough FREE IMAGE sites online. Not sure why. If you mark them with a cookie, then you know where they go online after they leave your safety next. Use the organic path it takes to make new connections in the social world.

Social is all about re-purposing. Conversation isn’t about coming up with something NEW all the time. It’s about dealing with what you have and putting a new spin on it so people look at you (or hear you) and say, “Oh, hey, what’s up? I want to hear what they have to say. It sounds interesting.” Content should be alluring, just like a good conversation is.

And if there’s one reason social media exists in the marketing mix at all, it’s to start a conversation. Have a dialogue for crying out loud. Go on. Engage.