9 Ways to Think About Content

social content

Cross posted via the All Things WOMM Blog.

We can’t wait to head back to the windy city for WOMM-U in just a couple short weeks. Just like coming back to school after a long summer, we’re eager to catch up with old friends, meet new ones, and learn from the best and brightest practitioners of WOMM.

I will be joined by our CMO at Spredfast, Jim Rudden, to teach a workshop on the Social Business Curriculum, covering seven essential subjects for social success. We’ll be covering everything from social listening “History” to the “Math” of social media measurement. We’ll also cover another vital subject, creating a stellar social content strategy, or as we like to call it: English.

At Spredfast, we think about content in three distinct ways. It can be created internally, curated from third party sources, or it can be part of a conversation with clients, prospects, and the market at large. I hope you’ll join us at WOMM-U to workshop some of the most vital aspects of successful social programs, but in the meantime, here are three ways to think about creating, curating, and conversing with great content.


  1. Before panicking about how you’ll be able to “feed the beast” with enough content, audit your existing content assets and identify which items can be repurposed for social distribution and consumption.
  2. Use what you know about your social audiences and why they connect with you on social to create new socially optimized content that meets their needs and satisfies their desires.
  3. Look outside of the marketing and communications organizations to find internal subject matter experts (SMEs) that can contribute interesting new perspectives.



  1. You don’t need to do all of the talking yourself. Identify industry analysts, journalists, and other experts that cover your market and share their content to provide a broader view.
  2. Give your customers a voice. Share UGC and positive Ratings and Reviews, 81% of U.S. consumers are influenced by friends’ social media posts.
  3. Share relevant third-party content that resonates with your fanbase. REI does a good job of this by sharing content from the National Parks Service, NatGeo, and the Department of the Interior.



  1. People are raising their hand on social to provide feedback, ask direct questions, and connect. Be responsive to individuals looking to connect.
  2. Find existing conversations where you can contribute. Look for industry hashtags, LinkedIn Groups, or discussion threads where you can add value.
  3. Strike up conversations by asking open-ended questions or encouraging your network to submit their own content.


What other content lessons can you share? Leave them in the comments or come to class at WOMM-U ready to discuss!

cdoman@spredfast.com's picture

Courtney Doman

Courtney is the Content Marketing Manager at Spredfast. She focuses on sharing smart social ideas and insights to transform the way companies connect with consumers. Courtney is a passionate football fan (supporting Arsenal and the USMNT), curious traveller, and ambitious home cook.