“We don’t have a choice on whether we do social media, the question is how well we do it” – Erik Qualman
Erik Qualman says it all. Social media is not a choice anymore. It has become the norm. If you are a B2B or B2C business, you’ll realize how much your brand name has leaned on social media. And when it comes to social media strategy, content takes the lead role. If you’re a digital marketer you’ve probably come across the phrase – Content is King. Well, that is undoubtedly true as developing a content strategy has become a vital part of digital marketing and without a strategic content plan your competitors can easily outrank you in business.
Successful social media strategy needs great content that speaks directly to your audience. Positivity, interesting, timely and responsive content will bring zeal to your audience and hence you will build a good reputation or brand equity. These five main content strategy techniques will build better relationships and earn your brand better in the social world:
Social Media Content Strategy
1. Analyze Your Target Audience
Take time to learn about your audience and observe their behavior on social media sites. You should be aware of with whom you will be interacting in social media, what type of content is getting retweeted and shared. Figuring out your user’s behavior will get you to publish content that your target market is most likely to be receptive to.
2. Choose Your Social Media Platform
Are you just going to post your content on Facebook or do you plan to share your content across multiple social media sites? Do you have a social media strategy? Think about it. Determine what social media platforms you want to focus on and then constantly share bits and links to those sites only. For example, Linkedin is a good channel to target your B2B sales, whereas Pinterest can be better for fashion businesses. You just need to choose the right platforms for the products or services you’re selling.
3. Time Your Content
Frequency of posts matters in social media but make sure you publish good and relevant content. In social media both quality and quantity matters. Whether you are sharing links or just posting a quote, assure yourself that you are doing it with a specific purpose and audience in mind.
Timing is also an important factor when it comes to posting your content. Almost all research studies highlight the main work hours from 8am to 8pm as the best time to tweet and post.
4. Use Hashtags The Right Way
Hashtags are pretty much everywhere. You can see them on Facebook, Twitter to commercials and movie trailers. Hashtags are widely used to search for content within social networks and search engines which mean you can get your information in front of your potential customers without paying a penny.
Using hashtags on all social networks will get your presence on but make sure not to go overboard. Too many hashtags can look confusing to the users and may get you unfollowed. Just use 2-3 of the most relevant ones which are related to your post.
5. Include content with infographics
Infographics are an effective marketing tool that uses visuals in the illustration of content to convey your business message to the audience easily. Studies have revealed that 90% of information transmitted to the brain is visual. With the attention span of the audience being typically short, infographics are great to grab their attention in short time. Easy to understand and consume, infographics are shared on social media sites more often than any other content online.
6. Measure your social engagement
It’s simply not enough to create an epic content. You have to focus on your content management strategy and the best thing you can do is to analyze and improve your content engagement with social media management tools. Some of the spectacular tools which can be used are Hootsuite, BuzzSumo, Sprout Social and Agorapulse. These tools will reduce time and effort by posting to multiple platforms and increase your visibility and brand awareness.
In words of Kristina Halvorson, content strategy consultant: “The web is content. Content is the web. It deserves our time and attention.” This is true for social content as well. So the next time you ponder on how to build your brand on social media with the help of content, try these tips or maybe add any of these to your list.