Planning to share ideas in a sustainable way #li
January 30, 2012
Do you ever wonder if an idea is worth tweeting about? Wonder if you should spend more time saying something more original? Well, the answer is Yes and No.
Here's an excellent way to plan your marketing communications, regardless of which media channels you use. I discovered this idea with Noah Brier, but the Robin Sloan article he mentions is also excellent.
Ad Age Digital Next: How Mastering 'Stock and Flow' will Boost your Content Strategy, 2011-Nov-14, by Noah Brier
...The current state of content on the web: [moving] to "stock and flow," a metaphor coined by Robin Sloan, formerly of Twitter (and the blog Snarkmarket). Stock, Sloan explained, "… is the durable stuff. It's the content you produce that's as interesting in two months (or two years) as it is today. It's what people discover via search. It's what spreads slowly but surely, building fans over time." Flow, on the other hand, " … is the feed. It's the posts and the tweets. It's the stream of daily and sub-daily updates that remind people that you exist."
Scoops and great storytelling are stock: They bring in new audience.
But days need to be filled and audiences need new content or they'll find somewhere else to do their refreshing. That's where flow comes in. Flow is pieces of content, produced rapidly and at a low cost.
Curated content is flow: It keeps people coming back and keeps a publisher, or brand, front-of-mind.