Content Marketing for Social Media
As social media evolves, so must your content marketing. It's easy to get left behind in such a vast, expanding market, but creating your content marketing for social media platforms will help your brand be consistent and relevant.
Create a Strategy for the New Age
Draft a strategy for your content for the month, or even six months, to make sure you’re not rushing for ideas every week. Keep an eye on campaigns and events that content can be based on. Make a calendar and identify key holidays, marketing opportunities and industry days. It’s also beneficial to brainstorm potential themes and ideas that will make your content consistent and interlinking.
It’s not about drowning your audience in content anymore. A steady flow of content is still beneficial, but a more journalistic approach to article-writing is essential to getting readers interested and returning to read more.
Always have an end goal to your article with a lesson you wanted to teach or information you wanted people to know. The current generation in this digital age want information fast and new ways to receive it are constantly coming to light. For example, the introduction of artificial intelligent technology such as Amazon’s Alexa, means content is heard instead of seen and read. This is also evident as Facebook develops features that help blind users hear descriptions of posts. The delivery of content is changing, and different aspects of writing must now be considered if a brand wants to stay relevant.
Be authentic and transparent. This generation value honesty and openness more than a brand trying to push their product or service at them. With Twitter’s new policies on transparency, it seems social media and, consequently, the content shared on the platforms are looking at new ways to build relationships with consumers. It’s no longer about a one-hit wonder or a quick sell, it’s about creating a trust between the business and a customer that lasts. Be transparent about your product and service and the same transparency will come across when writing your content.
Consider Social Platforms
Although your content is on your website, it’s time to start thinking about how the content will be represented on social media. Blog posts are always shared onto Facebook and Twitter with captions that’ll entice a reader to click through to the rest of the article. Include a snappy and intriguing introduction to your content that can be copy and pasted when the link to it is shared on social platforms.
Always consider how your content will look in terms of quality when shared on Facebook. With Facebook cracking down on ‘Fake News’ and clickbait, the post must look authentic and professional. It’s good to look at posts shared by major news companies to get an idea of how articles should look when presented on social sites.
It’s easy to get left behind on the ever-growing and ever-changing digital train and although content marketing for social media is a great way to keep current, it's important to see what others are doing on their sites too. To stay relevant, you have to know what others are talking about in your industry. Identify key players in the game and keep an eye on their relationship between content and social media.
Analyse This, Analyse That
However, some things never change and identifying what works well by analysing your data is one of them. Although shifting content marketing for social media platforms may change the way you write, it shouldn't change the way you see results. If you’re digging deep into statistics yourself, make time to create performance reports as regularly as you can. See how many social shares an article received and what generated a lot of interest. If a certain theme or category worked better than others, make sure you focus on articles similar to this. Look back at past content and do not repeat models and themes of articles that didn’t work so well.