The Litmus Test for Creating On-Strategy Content

Let’s take a trip through time to high school science class. If you push back the smell of formaldehyde and the fact that the mitochondria is the powerhouse of the cell, you may remember the term “litmus test.” Typically referring to a test for acidity, a litmus test is a way of determining if a single factor is present with a very clear answer. Pass or fail, the solution is evident. 

So why is a social media professional talking about acidity? Well, that’s because, in marketing, we use litmus tests as a way to decisively indicate the success of a particular piece of content prior to sharing it. Sure, there are best practices, expert opinions, and data to steer us towards what content we should make, however, these factors can all be boiled down into one acronym – GROW.

• Gives value

• Relevant to your brand

• Optimizes your visibility

• Won’t go stale

If a piece of content does not meet all four of these testing points, that does not mean it is bad or should not be posted. It simply means that you will want to dig in further, seeking input from fellow team members or a test audience when necessary.

One exception may be a trending meme that your company jumps on (think back to Bernie Sanders and his chair.) While these jokes may be less impactful in the future, their “viral factor” will outweigh the potential of the post being stale after a snapshot in time.

And, do you know my favorite part about a litmus test? You can keep changing a solution, or in this case, the piece of content, until it passes the test – just scrutinize, strategize, and don’t forget to GROW!