Social Strategy and Content Creation are what we do best. We will work with you – or your team – to develop a comprehensive social media strategy for your business. Using channels that make sense for your brand, we can help you use social media to attract and retain new customers, increase customer engagement and create opportunities for increased sales.
Want to know what strategies and elements are most effective online? Want to learn how to integrate social into your inbound marketing efforts? Want to see fun examples of content being done right? Then check out Social Strategy and Content Creation with Brian Fanzo, President of Social Media Marketing World.
What is content creation in social media?
Social media can be a valuable asset in your content creation process. It offers you a platform where you can interact personally with a number of your prospects, thus learning more about them and their likes and dislikes. By creating a social media content strategy, you will be able to turn to your social media followers for insight about everything from popular content ideas to building brand loyalty and increasing reach.
When you put valuable efforts into your social media content strategy, fans will also tell you how much they liked the content you put out. You will be able to see the pieces that had the most success on the platforms by watching the comments as well as the traffic and shares within the platform. Since social media offers potentially millions of visitors, it can be a wonderful place to increase brand recognition and reputation.
You should carefully track the response of your audience to your articles and posts. The topics that receive the most support can be used as guides to create content for social media in future production efforts. You can also listen to conversations that occur both on and off your page and learn more about what interests your users and what they would like to learn from brands in the industry. This will also be useful when developing an editorial calendar.
How do you create a social media content strategy?
When you create content for social media that is successful, popular content, you are able to drastically increase your brand reach. Creating and promoting content that people appreciate will attract likes and shares. In order to do so, you’ll first need a social media content strategy.
To begin creating a strategy, you’ll need to know who your audinece is and what they’re looking for on social media. You’ll want to create relevant content that resonates with them. By doing keyword research through a platform like BrightEdge, you can find the keywords to use throughout your social platforms. Before you begin posting, you’ll want to create an intent model and content calendar to plan your posts for the future. Once you’ve tested your content strategy, you can repeat these steps and alter the content to test other topics your audience may be more interested in.
When people promote your content for you, that piece and your brand will then appear on the newsfeeds of all their connections. Great content will help you bring in more followers and will introduce your brand to more people. As your community grows, you will then have an even bigger stage for conversing with prospects and learning about what they want to see from your organization.
Create High-Quality Content
This seems like the most obvious point, and it is, but it’s also forgotten too often. There are no shortcuts: shareable content is always high-quality content. If you focus on superficial topics and don’t invest enough time into research or content creation, you cannot expect your followers to become interested and engaged. This is one reason why longform content is doing better than ever.
Content development can take time and effort, so if you need professional help, here are some simple resources I have used in the past:
- Blog Title Generator: This tool will show you the list of the most relevant topics in any given niche.
- Headline Analyzer: Headline is the first thing that your readers notice and you have to come up with a catchy and intriguing solution. Headline Analyzer will tell you if you’ve succeeded.
- Essaysontime: If you decide that serious content creation is out of your reach, you can always ask for help from this expert writing service.
Use Smart Structuring
Internet users read very quickly, and nothing will turn them off more than a “wall of text”. Format your content intelligently by using numbered lists, bullet points and headers to easily highlight key information points.
Plan your social content
Once you’re clear on your goals, it’s time to conduct a social media content audit on the content you’ve created so far. Look at which posts performed well, which ones didn’t and what you posted on each platform. If you’re using a social media management platform like Sprout Social, you can look at all of your social media data and analytics in one place. You can use Sprout’s Report Builder for a holistic view of how all of your social media content is performing.
Even without a social media tool, you can analyze your data by exporting each platform’s analytics into a spreadsheet.
Facebook, Twitter, Pinterest Business and LinkedIn Business accounts let you easily export your post and page analytics directly from the platform.
What you look for in the audit should align directly with your content goals. For example, if one of your goals is to improve brand awareness, then look at your follower count on each platform and identify which posts resulted in new followers. Now you have an idea of what types of content help expose your brand to new people who want to follow you.
A content audit will help you substantiate what you think is working well with quantitative data that shows you how each post performs.
You might notice a disconnect between posts you think should do well and the actual top performers. In this case, look closely at the language and tone you’re using on the underperforming content. You may have strayed away from your brand’s authentic voice. Your followers may interpret those posts as inauthentic or irrelevant, causing a decrease in engagement. Irrelevant posts are the second largest reason consumers unfollow brands on social media.
Some posts serve to help you meet bigger marketing goals. But even promotional content should be on brand and true to your voice. Remember that your audience began following you for a reason.
Stick with your unique voice and style as much as possible and create content that authentically markets your brand.
Having a consistent brand voice will also help you have a better understanding of who your audience is. You can’t create good social content without knowing who your followers are. During this phase, do some target audience research. Build a target persona of your audience and can compare it to who you think your target audience should be. Include things like basic demographics, acquisition channels and content preferences.
While you’re doing research, also take note of which platforms your content succeeds most on. You might want to target every social platform but it’s unrealistic to expect to perform well on all of them. You want to allocate your resources to the platforms that serve your brand and your audience the most.
Promote and distribute your content
Your social media strategy goes beyond what you post on your social channels. Planning and publishing your content is only a small percentage of a successful social media strategy. A good strategy involves finding ways to actively distribute your content so that as many people as possible see it. When you establish a content distribution strategy, you’ll set up your posts to be shared more widely.
If you actively blog, include share buttons on your posts so your audience can distribute your content to their followers (like the ones you see at the top of this post!).
You can also encourage your audience to engage with your content by asking a question and encouraging them to share their answers, on social media or in the comments section of a blog post.
Other people sharing your content is excellent social proof as well. Your social media content strategy should include responding to or reposting people who share your content.
There are social media tools, like Sprout’s scheduling feature, that make content distribution a no-brainer.
Recognizing when your audience is active and sharing posts at the right time will help you reach more people. If you’re only posting on social media the minute content goes live, you’re missing out on a massive opportunity for optimizing your reach.
Individual social media platforms have their own ways to help you maximize reach as well. On platforms like Twitter and Instagram, utilizing hashtags is a great way to distribute your content further. Hashtags help you reach people who not only follow you but are following a specific trend or interest. On LinkedIn and Facebook, join groups related to your industry and share content when it relates to the conversation.
Another good distribution strategy involves networking with bloggers and content creators in your niche. Other brands are more likely to share your content with their audience if you have a relationship and will return the favor. Just remember that anything you share with your audience should still be valuable to them and relate to your brand.
The last step to an effective social media content strategy is measuring the results of all of your efforts. Proper tracking is going to be vital to creating a strategy with longevity. Keeping detailed metrics will help you tweak and optimize your plan over time. Ideally, you should analyze your content every month to keep track of what’s working. When analyzing your data, take a top-level view of your content over a given period. Take a look at how each piece of content performed and what variables it had working with it. Assess how well the content contributed to the overall content goals that you set in step one. A few of the most important social media metrics to measure include:
- Awareness – The number of times people saw your content as told by impressions and reach
- Engagements – The number of reactions, comments, clicks and shares your content gets
- ROI – Conversions and referrals from external sources
Like you did with the content audit, relate the analytics to your overall marketing goals. Using your goals as an anchor can help you accurately adjust your strategy. By measuring analytics each month, you’ll just have to make small tweaks to keep optimizing your social media content strategy.
The dynamic nature of social media means your strategy can’t be static. Social Media News generates daily news, making sure you always have fresh content for your social networks. It’s a simple solution for keeping your social sites fresh and active!