Social Content Strategy
Ever heard the term “Content is King”? We as bloggers use it to build trust, inspire readers, start discussions, and build CTA strategies. It doesn’t matter if you are selling shoes or have a blog about Justin Beiber. It is always important to provide relevant content to attract search engines and visitors.
When people enter your website, regardless of the landing page, you need to have a good conversion optimization strategy. If you aren’t consciously optimizing your webpage for conversions you are leaving money on the table.
While many bloggers are familiar with content marketing most overlook, or don’t full understand, “social content marketing”.
What is Social Content Marketing?
Think of social content marketing as the meeting point of social media and content marketing. This is still a relatively new approach in the content marketing realm, but social content marketing doesn’t stop at social sharing and content optimization. It’s also about collaboration and social business connections.
The Benefits of Content
When thinking about your social content strategy you should focus on a purpose behind it. Building a relationship with your readers or customers should be your main motivation when approaching this strategy. You want to provide information and inspire while building your brand on your social media accounts.
Other content you put on your websites and guest posts should have its their own purpose. On a side note every webpage you have should provide a call to action. This not only helps your customers get the point of the page, but this also keeps you on track in building your content strategy. Content in general provides a lot of opportunities like increasing website visitors, subtle sales funneling, and more. Knowing your readers is key to getting started which brings me to the next point.
Get to Know Your Audience
Do you know who visits your site? What is the average age of your readers? What are their hobbies and interests? What kind of colors do they like and are you considering this in your website theme? (Believe it or not color psychology can play a big role in the mood of your visitors).
There are a variety of tricks and tips in getting to know your audience. For the sake of keeping this article to a readable length I’m going focus on points directly related to social content strategy. Mainly its important you trigger the emotional appeal of your readers. For more on emotional triggers and psychology behind the sale check out my article on Two Conversion Techniques and Psychological Triggers.
Make sure you are on the same page as your readers in terms of interests. Think about how your niche or service can directly help, and inform, your website visitors. This step will also help you get to know your readers needs better. It’s much easier to sell a certain service or product if you know what your customers are looking forward. This is a win win for both you and the consumer. Surveys and polls are great starting points but for the strategy we are focusing on lets approach this from a social media point of view.
Use Information Collected to Uncover Your Reader’s Interest
The more creative your content the better. Terrific designs and out of the box type thinking will draw them in, but this won’t be near as effective without using the data you collect to apply your strategy. So how do you get this type of data on social accounts? There are several different analytic-type platforms you can use but Buffer and Facebook Insights are two of the more popular ones.
What Content Format to Use?
Photos, videos, and links are the main things most people thing about when it comes to social media content. Content creation is constantly becoming more diverse and this means there are going to be more tools for you to be able to use. This allows you to reach outside the confines of your brand.
If you have been keeping an eye on your social media you already know where your engagement is highest. If you aren’t sure where to do this or need more information you can read this great guide on How to Know if Your Social Media Activites are Working.
Including Your Brand
You want to build up your original content and increase user engagement. These tips will lead to building a better relationship with your readers. This is an excellent time to bring up case studies.
Provide Case Studies
Some of the best content you will come up with has an example provided. Using pictures and personal experiences are great things to add when providing case studies. Most people are extremely visual and need more than someone just telling them how to do something. Again people want to be inspired and entertained. Doing this, while giving real examples to content relevant to your niche, will show your readers you are an authority in your industry. This builds trust and validity in your brand.
Give Relatable Solutions That Are Diverse
When thinking of ways to bring your brand into everyday situations be diverse. Offering a variety of relatable solutions will keep your customers and readers coming back. If you are overly specific in your industry may make some of your information too limited. You want your audience to think of your brand whenever they think about something in your industry. This will take time and you have to stay the course. Remember you helped them with a question and you have plenty of case studies that were easy to understand so why wouldn’t they come back. This way of thinking will keep you determined and pumping out fresh content, social and otherwise.
Just putting your logo on anything and everything won’t get you a dedicated following. In fact if you get too spammy in your posting and marketing you’ll quickly build up a bad reputation. Progress is key and any time spent backpedaling is time that could be better used elsewhere.
One underused tactic in content strategy is intentionally placed content. This is where every aspect of your post or page has a purpose.
Here are some tips in helping you better implement this strategy:
- Goal – What is your purpose in posting said content and how does your company’s main mission apply in this posting situation? Posts and pages on millions of blogs have many different points and focus points, but more than not people aren’t thinking about their goals before writing.
- Is sticking your brand in this social content forced? – If putting your brand in a piece of content takes away from the user experience or looks out of place then it shouldn’t be there. After some trial and error you will be able to gauge where branding opportunities are appropriate.
- Would you “share” the social content you are putting out? – Try to read the content you are putting out there from another person’s point of view. If you see errors or quality issues make the necessary changes. Never send out incomplete content or articles that you wouldn’t back with your brand.
- Don’t sell – You are trying to build a relationship and increase engagement. Avoid using sales copy and really talk to your visitors. Keep your informative nature close when writing.
Use the above guide with consistency. Frequency in posting and best writing practices will benefit you.
Taking What You’ve Learned and Making it Happen
Hopefully this social content strategy guide has been insightful and given your creative side a boost. Never force your content or posts. Always relate to your readers and provide articles that are informative. By helping your readers you will gain more fans and followers. Offering solutions without strings attached will build your brand’s trust and make you an authority in your niche. Go forward and bring your social content strategy to readers.