This article is written for the (German) Blogparade „Geiler Content“ from talkabout.de. Anyway I’ll write in English as this is both the main language of my blog and of the western Gaming Industry.
Creating cool content is one of the biggest challenges in the daily life of a Community Manager. Not only do you need it to fill your channels with but also to engage customers, increase the bonding to the product or brand and to generate something lasting for the medium that never forgets.
When it comes to (especially non-casual) Gaming, Community Managers can be very thankful to have a Community that likes to engage with the products anyway. There are Let’s Players and Cosplayers, people writing awesome fan fictions or drawing gorgeous fan art. Last but not least there are all those filling up Game Wikis, publishing Gameplay Guides and maintaining Guild/Clan/Team Websites full of various Content.
We basically have Communities that are already creating cool content for free. Well, we all know there ain’t no such thing as a free lunch – you’ll need to review the Content (and that may include watching a full-length 90 Minutes Let’s Play before sharing it, to make sure it’s appropriate), you’ll need to manage when, where and how to publish it and of course you need to encourage your Community to create content.
And for the latter you need what every Community Manager should bring into his job anyway: lots of passion for your product(s). All of that costs your time and your time is being paid by the company you work for. When you use this content as your Community delivers it, you’ll just have no additional costs.