Social media marketing will increase your brand awareness, improve your online visibility and potentially drive more traffic back to your website. In order to accomplish these goals, it all begins with fabulous content.
Publishing is about creating relevant and valuable content to attract, engage and interact with your target community. When you publish great and useful information you establish a relationship with your potential customers - your community. Through content you are able to establish a dialogue, a two-way conversation with your community members. As your community has a need for your products and services, they will reward you with their business and loyalty, because you have an established relationship with them.
Your content goal is not to create great “sales” copy. Creating and distributing branded content that focuses on lifestyle, niche topics or championing a cause provides engaging content that allows you to intertwine your brand rather than push it as the primary selling point. Package your messages subtlety.
Your content must be considered valuable to your audience. In other words, it isn't about YOU! Don't assume that you know what is important to your audience ... do some research to figure it out. Then create content that speaks to their interests.
When you create value, you prompt readers to share the posts with others … which in turn will promote your business.
Think about your content from the audiences' perspective. Take time to listen to your audience ... ask them what the best features of your products are ... a social media venue is a great place to encourage this interaction. Use this knowledge to support your marketing efforts and increase your engagement with your community.
Quality content published less frequently is always better than lousy content published more routinely. Your content goals should include creating a dialogue with your community while becoming a respected source for great, high quality content. Don’t forget about your personality! Content that comes from an authentic and interesting perspective is memorable. Additionally, people will return to visit more often to see what new content you’ve added.
Content can be more than just the text on your webpage. Be creative as you generate the content to attract, engage and interact with your community. Different types of content include:
Blog -- A blog is the foundation of your social media marketing strategy. It is where you will primarily publish most of your content. Commit to a routine to consistently generate content. Search engines love blogs, because they are another page that can be indexed.
eNewsletter – Publishing a newsletter on a monthly basis is a way to routinely share useful information with your community.
Audio – Podcasts are audio recordings that can be downloaded to a handheld device. Your website visitors might not have time to read your blogs or watch your videos online. But, they may have enough time to download a podcast and listen while on their way to work.
Video – Video is a great method to deliver content and engage with people.
Webinars – Webcasts and webinars (30 – 50 minute online classes) are another great way to incorporate additional content to your website.
Following a process for generating content is a helpful way to get the job done.
Social media content can be broken down into three categories. Understanding the different categories may help to inspire ideas.
Finally, we wanted to leave you with a brainstormed list of ideas to inspire your content creation.
The first step in an effective social media strategy is to focus your energy and efforts on creating and publishing fabulous content. Think of content as a gift you give to your community, a gift that remains the foundation of what will draw visitors to become active members of your community. Building out your content will prepare you for the next step in your social media strategy … sharing that great content!