A well-developed social media strategy requires a keen eye for content and time; lots of time. Content is important because it makes your brand relevant. It’s also generous to your cause and your audience. Your content should engage with your target demographic and promote collaboration.

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Where to start:

CURATION In a recent blog enhanced and published by CoSchedule.com, blogger Ben Sailer explains the use of the term curate was borrowed by marketers from its use in museums. “Curators are the ones who strategically choose collections of art that appeal to a specific audience to feature in their museums”. Similarly, your search for and use of content requires strategy. Take some time to review the social media content of others in your industry. What do you like and dislike? Use your findings as a starting point to build your brand’s campaign. Don’t forget to include a mix of original and curated content in the final product. You’re showcasing your brand, make it stand out from others in your industry.

INTERACTION Earlier this year, Socialmediatoday.com published 7 Simple Interactive Content Ideas You Can Steal . We have all seen quizzes/polls, contests/sweepstakes, and multiple choice posts. They are on everything everywhere! Depending on your industry, a calculator could add the interaction that you need. Can you save someone money? Then show them! A calculator may be the perfect opportunity to draw the user from social media to your website. Interactive infographics, whitepapers, and eBooks are a way to give quick interactive access to facts or calls to action. Videos are another option to boost brand interaction. Videos have proven to boost user engagement. Look further than YouTube for help. Check out these tips from Visual Storyteller Matt Mead, and Alli Menor, Content Marketing Manager, at BombBomb. I personally appreciate Alli’s tip to utilize Facebook and Instagram stories with polls.

 

Whatever interactivity you decide to use, make sure it is appropriate for the audience of the platform you are on. What garners “likes” with friends on Facebook may not work well with your LinkedIn followers.

SHARING In life, sharing is caring, and the same rule applies on social media. While you will want your content to be shared, don’t forget to also share others’ curated content that may be useful to your followers. WordStream outlines social media marketing tips to expand brand awareness. Speaking specifically to the point of sharing curated links, the article validates the use of content to build goodwill within your digital community by stating, “Curating and linking to outside sources improves trust and reliability, and you may even get some links in return”.

STOP, COLLABORATE & LISTEN. It’s not just a line from a Vanilla Ice song. In social media planning it’s essential. As previously mentioned, it takes time to develop the content portion of your social media strategy. Allow yourself opportunities to step back and look at the product you’re building. You are giving your audience a chance to collaborate through interaction and sharing, but how will you respond? Take note of what’s being asked in your market and have a plan. Know how to utilize and manage user-generated content while staying authentic to your brand and customers.

The time and attention spent on the design and implementation of your content is worth it! The visual impression of your brand is created through the content of your social media strategy, and content that is genuine and meaningful will build a strong and lasting community your organization will appreciate.

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