Ice Ice Baby.

“Content is fire. Social media is gasoline.” - Jay Baer

Last year I did a fun experiment on Reddit that generated millions of views and thousands of comments. I was able to reach the front page four times in twenty attempts.

Educating yourself by experimenting with content will make you a better marketer. Content practice and iteration is free.

What is liquid content?

One of my mentors, Jonathan Mildenhall of the Coca-Cola company, has put the creation of liquid content at the forefront of their strategic long term vision [part 1]. [part 2]

Keep your content radar turned on at all times.

A couple of months after the Reddit experiment, I made my friends kid internet famous. Discovering potentially liquid content originally created by connections within your own social networks is like treasure hunting. Ice Ice Baby is an example of liquid content that I discovered while treasure hunting.

If you keep your “content radar” on at all times, you will find some truly original gems that desperately deserve distribution.

The best content (most liquid) is captured by connecting social influencers with their passions and/or interests in a structured environment. That content can then be distributed on a small scale (ex: webisode, pictures, trailers) and/or larger scale (ex: feature length documentary, live streamed event) across your digital channels.

I am currently producing a professional gaming documentary called Die Noobs. This past summer, we applied these tactics and ended up with a webisode featuring M. Shadows, Lead Singer of Avenged Sevenfold (recent #1 album on Billboard 200.)

Keep your content radar on at all times.