If you are a stranger to social media content and marketing, it can be briefly described as acquiring traffic and attention through social media sites such as Facebook and Twitter. Social media sites allow a range of social interactions with users, from the short messages exchanged on Twitter to “this-is-my-life” platforms exemplified by sites such as Facebook and Google+.
Social media are the mechanisms through which many people discover content such as news stories, articles and blogs on topics in which they have an interest.
Social Media Content is King
If your business isn’t participating in social media marketing, it isn’t realizing its full potential. Achieving that potential through social media requires that you provide engaging, relevant and high quality content because in the world of social media marketing, content is king. Let me take this notion a step further. If content is king, then great content is the emperor.
It’s about More than an Interesting Subject
Yes, it is great to have an interesting subject, but that is not enough to stand out from the crowd. Successful content is composed of a host of elements and subject matter is but one of them. Here are ten helpful tips to push your content to the next level.
1.) Spend the time necessary to create well-edited, superbly written content. In short, don’t sacrifice quality for quantity. Fewer posts of excellent quality will always yield better results than numerous poorly crafted posts that few people read.
2.) Avoid getting mired down in word counts. While it can be good to be brief, it is almost always better to be good. Longer posts can work if they are sufficiently compelling. In any case, writing content to specific word count targets can often result in boring and redundant content.
3.) Each social platform is unique. Content must conform to the demands and characteristics of the social media site you are using. What works for Facebook will obviously not work for Twitter. If you are working with multiple social media sites, make sure you have the time to create content specific to each. If you are unable to devote the time and resources necessary, you are better served by limiting your engagement to one or two sites.
4.) When you think of content, make certain you think beyond the written word. Photos and videos are not to be overlooked. Photos enhance written content and videos can stand alone or compliment written content on other platforms. Professionally produced videos are preferred but don’t exclude yourself from video simply because you lack the financial resources for professionally produced videos. There is plenty of help available on the Internet that can enable you to produce amateur video of very good quality. One of many such sites is ReelSEO. Get more bang for your buck by enabling embedding to encourage sharing.
5.) Create a thorough profile. This will add credibility to your content. Efforts made to establish your bona fides as an expert, or an authority, are extremely worthwhile and certain to pay off. These efforts will increase readership and encourage a loyal following.
6.) Review the most prevalent social media sites and make a careful determination of what site or sites are best suited to the goals of your enterprise. They are, in no particular order:
7.) Critically review your content to ensure that it meets your objectives of driving traffic, building brand recognition and converting clicks to sales. There is little point in cluttering the Internet with ineffective content that fails to further these three objectives. In the same vein, make certain that your content is compatible with the social media platform used.
8.) Develop methods for evaluating the effectiveness of your content. Are you driving the right traffic? What are your conversion ratios? Is your content being shared and to what extent? For example, a heavily shared piece of content indicates that you have hit on something that truly interests your readers. This is information on which you can build future content.
9.) The key metrics to monitor are:
- Social shares
10.) Social media is no forum for the hard-sell. Overly promotional content will be spotted immediately and skipped like a flat stone on calm water. Don’t underestimate the savvy of the Internet audience.
The Benefits of Social Media Content
In a survey conducted by Social Media Examiner the top five benefits business reaped from social media marketing were:
- Increased business exposure
- Quality lead generation
- Marketplace intelligence (demographics)
- Improved search engine rankings
- Reduced marketing expenses for businesses with ten or fewer employees
While social media content may not be in the cards for every enterprise, those businesses making a well reasoned commitment, devoting the time necessary and investing the required effort to produce quality content report a very acceptable return on investment.