Managing and Maximizing Content in Social Media:
social media channels ignite that content and help it to spread. What this means for marketers is that content must be at the core of your digital marketing initiatives. Content is what people find when searching on Google. Content is what people share on social media channels. Content is how brands tell their story and connect with customers. And content is what ultimately drives leads and sales.
You need to put thought and structure behind the content you create and share on social media profiles. Start with these seven tips for managing and maximizing content in social media.
In addition to the standard methods of audience discovery – industry research, focus groups, and brand surveys – you can also use social media data to build audience personas. Social monitoring software, Facebook Custom Audience, social referrals to your website, and question-and-answer sites are just a few of the sources you can use to learn more about your audience.
Your content must provide some type of value to your audience. That value could be education, increased productivity, entertainment, or cost savings. To the consumer, it shouldn’t seem like marketing, even though we know it is by nature. It’s providing long-term awareness and brand recall. It’s making sure your brand is right there with the consumer at each step along their path to purchase so that when it comes time to make a decision, you’re the first brand that comes to mind.
Expand Your Conversation
Brands, especially B2B brands, have a tendency to be egocentric. They talk only about themselves ad nauseam – their products, services, features, benefits, staff, culture, financials, and on and on. Customers don’t want to hear about this. They’re egocentric, too, and want to know what else your brand can do for them.
Content pillars provide a creative filter and platform that is rooted in customer needs, brand voice and personality, and business objectives.
Look Beyond Facebook and Twitter
Creating content doesn’t automatically mean users will come consume it and engage with your brand as a result. You must draw attention to the content through owned, earned, and paid methods across a variety of channels, not just the big ones.