For the Content Hungry: The Eat Media Blog

As a part of my preparation for 2010 I finally cleaned up my bookmarks. In the process of doing so I got to revisit some great agencies that I forgot about. Sleep-deprived, I culled that list and combined it with some Smashing Magazine links and a Hongkiat list focused on top design and curated my own Top Digital Agency list. After being being blown away by the work I went back and checked what sort of presence those agencies had on Twitter. Surely more data and different agencies would deliver different results but I think the numbers are interesting.

Tweets

Avg # of tweets = 327 (minus Weightshift’s Tweets = avg. drops to 214)

% of agencies with no Twitter accounts = %36

% of agencies with <100 Tweets = %60

% of agencies with >1000 Tweets = % .06

Followers

Avg # of followers 1491 (minus Big Spaceship’s Followers = avg. drops to 951)

% of agencies with <100 Followers = %47

% of agencies with >1000 Followers = %40

% of agencies with >10000 Followers = % .03

Following

Avg # being followed 264 (- Sevenedge’s Follows = avg. drops to 171)

Number of agencies Following more than they are being Followed = 4

Number of agencies with >1000 Followers not following anyone = 3

Miscellaneous/Pet Peeves

Number of annoying, long-loading flash intros = 3

% of out of date copyright footers = %36

Last year I harped on how Content Strategists need to be well rounded in all areas.  A similar strategy should be applied to digital agencies and Social Media.  When I didn’t find a Twitter account for an agency, or found one that lacked significant tweets or followers, right or wrong I took them less seriously. While some may prefer calls, emails or form submits (a turn-off) what works for potential customers, especially given the intra-agency work seems more imperative than what we like. It used to be you could be a great _______ and someone else did the marketing and selling.  9,170,000,000 Tweets (and counting) are changing your brand’s perception with or without your help. Soon the rule will be: Tweet first, Google second. Long live the generalist and his ever-longer list.

What are your thoughts about being an agency and having an active Twitter account?

Oh, and Follow me @eatmedia if you like.

—Ian

A few weeks ago, I decided to prepare and can my own pickles for the first time. Without an expert canner to guide me, I obsessively read up on the dos and don’ts of pickling and canning.

I found the process to be quite easy and enjoyable, as long as I adhered to the steps. Back in the office, I triumphantly told Jonathan of my success, and he said, “there must be some sort of connection between pickling and content strategy.”

There is. And here they are—what preparing pickles can teach content writers:

1. Do your prep work. My grandmother was an excellent pickle-maker, and her secret weapon to ensure delicious and crunchy pickles is an ice bath. Before you even get started on the pickling, you need to soak the sliced cucumbers in ice for at least three hours. You can’t rush this part of the process, even if it does eat up most of your Saturday afternoon.

Before you start writing, you need to put in the time and do the essential research that will inform your writing. Thoroughly read your background sources, and spend the time referencing additional sources that will strengthen your piece. You want to put in this time BEFORE you get going—if you don’t, you might end up with a less-than-appetizing finished product. No one likes soggy pickles, and no one likes less-than-compelling content.

2. Don’t forget to wear your gloves. Having decided that my pickles should be both hot and sweet, I spent the better part of an hour carefully slicing countless jalapeño and poblano peppers. I was more careless than careful, and the oils from the peppers seeped into the pores on my hands, and painfully burned for the rest of the afternoon.

When writing potentially hazardous content, be sure to wear gloves. If you don’t, you might continue to feel the pain even after the piece is complete.

3. Sterilize. If you don’t wash, dry and sterilize your mason jars and lids, you could end up with poisonous pickles.

Same goes for content writing: you want to make sure that your piece is germ-free, clean and entirely your own content. Even the slightest bit of unwanted substance puts the entire jar at risk.

4. Listen for the ‘pop.’ When your mason jars are packed full of pickles-to-be, you place the sealed jars in a hot water bath and boil for 10 minutes to process.

After carefully removing the jars from the hot water with a pair of tongs, they’ll begin to cool. Over the next hour or so, you’ll hear a loud ‘pop’—which means that the jars are air-tight, and the seals have taken properly.

Before your draft becomes a completed piece, you need to make sure that it ‘pops’ as well. Read the piece aloud. Does it have that Je ne sais quoi that makes the article shine, or do you need to take a step back and re-process?

5. Store in a cool, dark place. Being a pickler requires patience. After you have canned the pickles, you need to let the jars sit for at least two weeks to let the spices infuse the cucumbers. You could eat them earlier, but they probably wouldn’t taste much like—or nearly as good as—properly aged pickles.

Writers rarely have the luxury of sitting on a piece for an extended period of time. Unless you’re on a tight deadline, do allow any time you can spare apart from your writing. Be patient. Walk away. Sleep on it and revisit in the morning with a clear head. You’ll see something that you didn’t before.

Your pickles (and your content) will thank you.

—Wendy Joan

(Jalepeno photo by Beau B, mason jar photo by Brown Eyed Bombshell, Pickle photo by Wendy Joan)

This video is titled “The Right Way to Wireframe.” I think there are many ways to wireframe if the end result meets/exceeds the client’s business objectives—but the video rocks nonetheless. The content strategy exercise and wireframing exercise are/should be inextricably linked, it’s all content we are experiencing but it is an experience we are creating.

—Ian