How many folks were able to attend BlogWorld this year? I had the privilege of participating on a panel with Bill Johnston of Dell and Suzanne Marlatt of Edelman Digital and moderated by Bryan Person of LiveWorld. We discussed the elements of community management basics, including the need for dynamic content. Here are the key factors we outlined to master the art and science of dynamic content and expand on the lead generation strategy tips we shared on this blog last month.

Dynamic content is:

1. Practical: Thought leadership is about providing and fostering actionable, relevant, and realistic ideas and discussions specific to your community.
2. Immediately Applicable: Organizations are hungry for ideas they can execute today. Embrace the idea of sharing ideas and case studies from resources within your community and not exclusive to your organization. Get a pulse of what levels of content your community is acting on and desires.
3. Strong in Brand Voice: Craft your content with a distinguishable organization voice and personality.
4. Varied in Format: The new, shiny tool may not be the method your community wants to receive content. Ask them. You may be surprised at how your community digests and discusses organization provides ideas and research.
5. Solution Based: Determine what the point of need is within your community. Craft content to address and solve pain points they have directly expressed or may not have directly linked to your brand or organization.

Do not dismiss the power of the feedback you are already capturing in your CRM platform and/or call centers through email, phone or IM conversations. There is a wealth of data already available to help nourish a budding content strategy, including understanding how your social conversations are influencing your website traffic. Think of your website as your social hub and discover why and how people are interacting with your organization. If you have the science to back up your content creation, your organization will be more informed of how to meet creation expectations and be more free to explore the art of crafting dynamic content.

Tags: content marketing, sharing content