Make your content focused on conversation instead of thinking of yourself as a media business like so many are now preaching. Instead think of your brand as the people who make it up, and change the focus from “Convince & Convert” to “Converse & Convert!” Content creates conversation between you and more importantly amongst others.
Remember, it is not about how many people are having conversations with you, but about those who are lurking, watching, and participating vicariously, and sharing elsewhere… that is where, and how, it scales. This is a big part of how Duane Reade went from 900 Twitter followers to over 2 million and drive sales via an omni-channel, parallel persuasion approach to social. Conversation “is” the ultimate content. #RonR #H2H