Content, content, content… In some ways, it’s the simplest concept: produce lots of good content and you’ll have more supporters and more goodwill among those supporters (not to mention online hooks that catch new supporters).
The thing is, creating good content – especially on a consistent basis – is anything but simple. You need at least one brilliantly creative mind, plus a firm grasp of what it is that your audience wants. In other words, good content is one part art form (the creative component) and one part science (the data that details your audiences’ preferences). Fortunately, there are some leaders in this space who are showing us the way. One of them is Shannon Riffe, the assistant director of marketing and online engagement at the University of Michigan.
In the video below, Riffe talks about the recently completed Victors Valentine online engagement campaign, and how the campaign introduced nearly 1,000 potential donors to the homepage of Michigan’s current $4 billion campaign: