When you hear the term “content marketing,” what comes to mind? Here is how the Content Marketing Institute defines it: “Content marketing is a marketing 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.”
Content creation isn’t about luring your customers in the door with discounts and pushy salespeople. It’s about giving people something to care about that adds value to their daily lives. Great content builds lasting relationships with your customers, responds to their needs and, when executed flawlessly, drives more valuable traffic than any other media. These tips and the infographic below will help you on your way to creating content that sticks on social media platforms:
1. Analyze Your Base
Before you get carried away writing copy and developing ideas, make sure you take a good hard look at your current fan base on each platform. What motivates them? What makes them tick? Which types of content are they attracted to? Remember, when you’re developing a content marketing strategy, your fans are the ones who will be consuming your witty remarks and calls to action. College humor at a nursing home doesn’t fit, and well… you get the idea.
2. Find Your Voice
It’s easy to hop on any social media platform and just push out the same old ads, but in this day and age, that’s not going to cut it. Every brand has a personality, and the best companies find a way to let it shine through their social content. People aren’t interested in talking to a salesman on Facebook or reading through a catalog of sale items on Instagram. They wanted to be captivated, entertained and intrigued. Find your voice, and the rest will follow.
3. Reward Your Core
When your campaign gets off the ground, start to recognize your most loyal fans and give them something to get excited about! By running a contest, sweepstakes or exclusive promotion that invites people to participate and share, you let your followers know that you appreciate them. It also gives them an incentive to spread your message. The best types of endorsement in the social landscape are viral and organic, so give your followers something to cheer about and watch your campaign take on a life of its own.
4. Measure Your Progress
The only thing worse than building a lackluster campaign, is creating thoughtful, engaging and impactful content and not knowing it! Using the right tools and analytics to examine the performance of your content is the final piece of the puzzle. Figure out what the best measures of success are for your content, evaluate them regularly and use those metrics to communicate the value you’re creating not only for the fans, but for your company by making an investment in great content.
Bottom line, the key to unlocking an effective, memorable social media campaign that drives results is creating content that sticks. At GrowthWeaver, we know what it takes to create meaningful and valuable relationships with fans and followers utilizing cross-channel digital campaigns. If you’re ready to take your online presence to the next level, contact us today. Feel free to share, post and pin the infographic.