A Content Tip that Will Get Your Chamber Noticed

chamber content ideaReady for the understatement of the year?

Chamber professionals don’t have a lot of time and they are stretched between doing and leading.

You need a blog…

and a Facebook page…

and probably a LinkedIn group. And don’t forget Google+. Don’t want to make Google mad.

Your town is so pretty. You should be on Pinterest. Instagram. Flickr.

Have you blogged yet?

Tell your story. Tell their story. Tell your story’s story.

I did mention a blog, right?


This advice, meant to be somewhat comical here, is what’s expected of you now in addition to all of your other responsibilities and it’s exhausting.

Ideally a way to lessen the burden of content production on your chamber is to get members to produce it for you but they have jobs of their own and businesses to run. Still there are ways to get them to engage with your social profiles that only take minutes from them but will produce scads of content for your chamber.

Finding Your Schtick


If you love comedy you know the word Schtick. It’s your calling card, what you’re known for. Rodney Dangerfield had “no respect” and Groucho had his eyebrow raising and his cigar.

But what does any of this have to do with content?

I recently came across a marketer named Myles Bristowe. When he was the CMO of CommCreative, he had a marketing fortune cookie “schtick,” where he invited people to send in their fortunes from fortune cookies. He would feature one a week, apply it to a marketing lesson and mention the person who sent it to him.

This idea became wildly popular for two reasons:

  • The audience wanted to see if their fortune would get picked and thus they’d get featured
  • People tried to stump Myles by sending in fortunes they couldn’t imagine being translated into a marketing lesson

Chambers can do the same thing on their social networks or blogs by:

Deciding on a Schtick

Figure out a unique form of content that your members could send to you. For instance, does your member coordinator know more useless trivia than anyone? Ask people to send in questions and record a video asking her the question “live” so that Google won’t be involved.

Creating a Reward

This does not have to be monetary but it does have to be something people find value in. Could be exposure, could be a badge, a t-shirt…you get the idea.

Placing a Call for Entries

Use your social media profiles, website and blog to ensure your audience knows what you are looking for.

Publicizing and Using your Content

While the saying, “If you build it, they will come,” is not true, rest assured if you “don’t use it, they will leave.” Make sure whatever content you ask for is used for the purpose you said it would be and more. For instance, getting back to the trivia example, you can tease on your social networks leading up to the posting, “See if Angie’s Plumbing stumped Stacy on Friday’s Trivia Buster.”

Plus your schtick provides countless content opportunities. You’ll have the post and you might possibly have outtakes of the video. You can do a monthly round-up of how many times “Stacy” answered incorrectly and you can write a blog post featuring the “winning” businesses. Don’t forget pictures. The content possibilities are endless.

Schticks have a tendency to go viral and become well-known, that’s why so many comics and actors risk becoming typecast in order to be imitated. A content schtick gives your audience something to expect and become a part of, plus your chamber gets engaging content that can be used in a number of ways.
Guest post by Christina Green

“Sunnyvale Community Services does their schtick” Image via Flickr by Yahoo


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