Wondering If Content And Social Media Marketing Can Help Move The Needle?
Map Your Route
Anyone who sets out on a road trip maps out the route to their end destination So when it comes to using social media to amp up your content marketing efforts, create a social media content plan to act as your roadmap.
To get started, ask yourself the following questions.
- What do I want my followers to know about my brand? (What niche do I serve?)
- What are my customers’ pain points?
- How can I provide something of value? How can I empathize with my audience?
- What type of content does my audience consume on social? (Generally speaking, How-to and List posts are wildly successful.)
- What social platforms should i be a part of? (Where is my target audience? Do I need to be on every platform?)
- What kind of results do I want? (Increased social traffic to my blog? More followers?)
- How will I measure results? (Engagement metrics? Social traffic to the website?)
Understanding who your audience is and how they use social media will help you create a content plan that provides the type and style of content that will resonate.
To learn a little bit more about social media strategy, read: Roadmap to Social Media Marketing Strategy.
Also Read: A Beginner’s Guide: Content Curation
Successful Social Media Starts With Solid Content Marketing Processes
Before you actively set up your social media presence, you need some things in place:
- A content hub: Your blog or website should be a key component of your content marketing strategy (as well as your social media strategy), as this is where you would direct followers to forge a deeper relationship on a media platform that you own. As Joe Pulizzi and Robert Rose have discussed on their podcast, This Old Marketing, you need to stop building your content on rented land.
- Adequate resources to keep up a consistent presence: Having an outdated presence on a social platform looks far worse that not having a presence there at all. Before committing to a platform, make sure you have the resources you need to consistently update your content there.
- A content plan: You need to understand why you are communicating on a given platform, and what you will deliver there. More details on the key elements of the plan are below.
Social Content Optimization and Strategy: Main Components
By using social content optimization, the impact of content shared via different social channels and even across devices and depending on the usage context and inherent features of each social channel, depending on your target audiences. Targeting, segmentation and an optimized social content approach usually beat the one-size-fits-all blast method many businesses really use to get their content shared. Optimizing content and a content strategy for, let’s say, LinkedIn, can lead to far better results by taking the behavior of LinkedIn users and specifics of the channel and how content is used in them, into account.
Finally, social content marketing ties the social collaboration and infrastructure dimensions to the content workflows and involvement of the whole ecosystem (employees, audiences, etc). and often involves using social newsrooms and/or command centers to create a loop between content creation and social input/interaction.
How to Measure the Social Success of Content Marketing
Check out this eBook, A Field Guide to the Four Types of Content Marketing Metrics, details critical analytics to which content marketers must pay attention if they want to deliver more effective results.