The content you share on Social Media makes or breaks your success. Give your audience what they want and they’ll be back for more. Fail and you’ll be found on top of the heap of others who went before you in the Social Media cemetery.
In today’s online marketplace, the content you promote differentiates your business from the competition. Joe Pulizzi of the Content Marketing Institute defines content marketing as “the technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” Sounds pretty official – like there’s more to Social Media than just creating a profile and putting out a few updates. Yeah.
You’ve probably heard a lot lately about content marketing strategy. I’ve written about it a lot myself because it’s the foundation from which your Social Media garden grows. Knowing who you are as a brand, who your customers are and what makes them tick, helps define the subjects you’ll publish about on Social Media.
There’s a lot more to Social marketing than meets the eye. You need a well-defined, focused content strategy to make Social Media work for you (and by “work for you” I mean generate leads). Strategy is all about effectively using all your available resources to achieve a goal. With respect to Social Media content strategy, your goal is to attract and engage buyers in conversation and generate leads. One of your greatest resources is the ability to interact directly with customers and prospects through the use of Social Media. But where do you go from here?
You must cultivate a mindset, culture and approach in delivering your customer’s information needs, in all the places they’re searching for it, across each stage of the buying process. If you’re new or struggling with Social, that may seem like a tall order. You’re wondering, “What should I do next?”
Content marketing strategy is hard to master. It doesn’t have to be. Here’s how: get the right information from a trusted resource and follow the right steps. Consider these 3 signs you’re on the wrong path and check out their solutions:
1. You haven’t spent one moment considering what’s unique about your business. How can you sell your products if you haven’t given your audience a reason to do business with you? Today, it’s not so much about what you sell, it’s about who you are. Before you post on any Social Media platform, spend time looking inward at your business. What got you here today? What are you passionate about? If you don’t have enthusiasm for your business, your prospects surely won’t either.
2. Your Facebook posts have no consistency and therefore, no engagement. What you say and do says a lot about your business. Facebook and all the other Social networks provide a communication line directly to your customers and prospects. Take time to identify your audience. Who is your ideal customer? What makes them tick? What interests them? I see many business’ Facebook pages with content that is all about that business. People don’t want to interact with people who only talk about themselves. Be consistent with your content. Helpful tips and humor are two great avenues. When your content matters, people will engage.
3. You haven’t involved your employees in content creation. Gone are the days of blocking Social Media sites. Today, that’s like blocking the phone or email. Secure yourself a workable Social Media Policy and invite employees to contribute content ideas. Welcome their participation if they’d like to write a blog post or create a helpful video. Heck, you could even hold content strategy meetings to brainstorm your game plan. There’s strength in the crowd. Leverage it.