At Artichoke, we like to keep our cards close to our chest inbetween projects. Our plans stay secret from our audience so we can make a big splash when they are finally revealed. As a marketer, this creates a huge problem: how can you keep your audience engaged, when you can’t share any of the exciting things you know are happening? Then at the end of a project, how can you take your audience with you until your next big announcement?
I shared this issue with my mentor DK who introduced me to the concept of ‘Content Curation’. Here’s a blog he’s written on the subject.
We came up with the idea of developing Artichoke’s social media presence in this way: to gather stories, images and ideas from the web that reflected the values, tastes and ideas of the company.
With an overwhelming amount of content to choose from, it was a bit of a daunting prospect to know where to start. So I began experimenting with RSS Feeds using feedly.com, following sites such as Colossal, Creative Boom, and My Modern Metropolis. The first post I shared on Facebook with images found using Feedly was about Dutch artist Florentijn Hofman’s giant Hippo sculpture floating down the Thames, this got 14 shares – by no means enormous but a marked improvement from earlier posts.
I also tried out using some of the content I found to build our presence on Pinterest. DK advised me on the importance of how you tag images, and I read this blog for a bit more guidance. It meant going against my instincts to give my Boards creative titles, and simplified them instead. So ‘Art on Fire’ became ‘Fire Art’, for example. Our followers are slowly growing on Pinterest, but I’d like to explore how effective a tool the site is.
Through my experiments I’ve noticed that this sort of content is much more suitable for Facebook than Twitter, where it had no impact whatsoever. I’d really like to investigate how I can further build interaction, and to explore what platforms would be best suited for it. For example, I know Pinterest has a predominantly female audience (filled with Wedding and Food Boards) so would Tumblr be a better place for us?
I am currently running a Kickstarter campaign for a forthcoming Artichoke project and whilst unusually this has meant I have been able to share publicly what the company has planned in the coming months, as yet we have very little content of our own, so these skills again have been extremely helpful in generating a buzz online.