You need to know that there is no one unique rule to Content Marketing for social media.
Social media is not one global thing, but several different spaces with their own characteristics and audience.
You must understand why you want to be present on social media. Many companies see social media as a place to share their content marketing efforts, such as blog posts and eBooks. The content you post on social media has the power to turn your brand into a household name and turn your followers into fans.
Social Media plays a fundamental role in content marketing performance and success by allowing content marketers to build brand awareness, influence prospects, and ultimately drive return at every stage of the sales funnel. Not only is social media the place to meet target buyers before they are in-market, but it is also the place to build and nurture relationships with existing customers through the content they care about before urging them to take action.
Content marketing and social media are like muffins and cupcakes. You make them. Similarly, the desired effect is similar, and yet—it requires a special recipe to arrange them together to create something wonderful. This post helps you understand how to create a special succinct strategy to ensure your content marketing and social media work together.
Keep reading our special article on the subject to find out.
What is Content Marketing?
The process of developing and sharing relevant, valuable, and engaging content to target [an] audience to acquire new customers or increase business from existing customers.
Content marketing isn’t just about what’s created. Content marketing is about the entire process, including the way you distribute and promote that content. Social media marketing is content marketing.
How to produce content for social media
The problem many beginner entrepreneurs face is that they treat their social media efforts like a personal blog. They’ll post when they feel like it and abandon the page for a long period of time when they’re busy doing other things.
This approach gets you nowhere. It would help if you crafted a content strategy to stay on top of your game. The content strategy allows you to see the bigger picture when you’re creating content. It puts things in perspective and makes each piece of content you create feel like a step towards a larger goal, not just another post.
Building great content is not enough to succeed at social media in and of itself. It would help if you guided your choice of content ideas by business factors. You need to know your audience, know their preferences, and know how to use the views you get from great content to get more sales.
Without great content, your social media page won’t have any views. Without a great content strategy, it won’t produce any sales.
Understand the different segments of your audience — and what you want to say to them
There are several social media platforms out there, with new ones arising all the time.
Trying to make your company present in all of them is fruitless and a waste of time, so don’t worry about that.
Instead, focus on learning where your audience is and what kind of content you can bring in each space.
For example, if long video content is not something that engages your audience, your company doesn’t need to be on YouTube.
Instagram might be better since you can mix short videos with other types of posts, such as photos, short texts, and interactive comment sections.
If your audience is older and more “traditional,” TikTok is probably not the best platform for you to connect with them.
First, understand your audience to learn where they are and their preferred social media channels, and the types of content.
Social Media Content Strategy
One of the most important things for the success of your business content strategy on social media is how regularly you post. You need to be putting out amazing content fairly regularly to get noticed.
Creating content when you feel like it won’t be effective. You need to come up with ideas for awesome content and create a schedule to post it.
Let’s look at what types of content you may need to include for different social media.
Instagram content strategy
If you know your audience pretty well but still can’t figure out what you can post to get their attention, take inspiration from your competitors. Here’s a screenshot of typical posts.
Since younger audiences use Instagram, you can allow yourself to be less formal with your branding.
According to the latest social media trends report, marketers now post stories more often than regular feed posts. So it’s important to have a stories strategy in addition to your regular posts because stories allow you to keep in contact more often with your audience.
Facebook content strategy
What content should you post on Facebook? The answer to that question depends largely on your brand and your audience. However, there are a couple of trends that should definitely make it to your editorial calendar.
Facebook audiences are very engaged with videos posted on the platform, so if you want to get the most out of your Facebook content marketing efforts, you need to post compelling video content.
Look for your audience’s interests and incorporate them into your content. Don’t forget to engage with your audience because even small gestures such as liking a positive comment help.
Another content trend popular on Facebook that rarely appears on Instagram is the quiz. Facebook audiences love taking quizzes in their free time; you can follow Zippo’s example and create quizzes that appeal to your audience.
LinkedIn content strategy
What if you run a B2B company and recreational content on Facebook and Instagram isn’t going to attract your target audience? You can talk to people who may buy from you on LinkedIn.
Apart from sharing your experience on blogs, there’s another important thing you should do. Let your readers have a look at what you’re doing at the moment and share some inside info.
Another great thing that you can do on LinkedIn is holding virtual events. While your reach may be smaller than on Facebook, it’s often the quality that matters, not quantity, and LinkedIn is great for live streams or webinars.
If you’re talking about something important for your audience, LinkedIn offers a great chance to get many more qualified leads than other platforms.
Humanize your content
Always take into consideration the audience you’re talking to. It’s important to write like a human being on social media.
The content you create for your website, product pages, or even blog won’t quite fit into social media; people want to get a sense of what your company really cares about.
This is where you explore your brand and try to engage with people on a deeper level. Increasing brand awareness is the main goal — and there is no other place like it for that.
Consider, for example, showing the office’s daily life, work rituals, employees telling about what they do, and so on. An actual person using your product might attract your follower’s attention more than just a still image.
Post Regular and Recent Content
If you want your company page to have content related to current events, the latest memes, pop culture, news, etc., content creation needs to happen regularly.
Try coming up with possible scenarios and what type of content could be created from it. Besides, decisions on what to say about a certain matter need to be very fast, so you don’t miss the moment.
And this speed applies not only to content creation but to social media management as well.
Your audience is not willing to wait days for a reply — poor customer service is the main reason customers unfollow a company’s social media page.
While it’s important to have different strategies for different platforms, some things are true for all of them. That includes the need to understand your audience and give them what they want, not what you think they want.
That requires plenty of analysis and the willingness to admit when your strategy may have been wrong. And don’t forget, it’s always OK to be wrong, as long as you’re willing to learn from it and use the data to improve your social media content strategy in the future.
Like most things, a successful strategy takes a few tries to perfect. Don’t hesitate to test new tactics and adjust your method accordingly regularly.