It’s now a well-known fact that having a content marketing strategy is the way to go if you want to get your brand out to your target audience. Typical advertising is no longer effective. In fact, more and more people are using ad blockers – which results in lost revenue each year. This can be attributed to the fact that people want to see valuable content and not just ads. Here’s where a good social media content marketing plan comes in. You should consider leveraging huge audiences from social media platforms to get more leads and more sales. Companies with good strategies understand their customers well and know how to leverage from different content marketing tactics like long-form content, SEO, infographics, and more. Below are these good examples of companies that are dominating the world of content strategy and how you can create an effective social media marketing plan from what you’ve learned.
Different companies have different content marketing strategies. While the whole content marketing plan may not work for your brand, you can borrow a thing or two from the successful strategies below. Consider these three content marketing strategies:
KISSmetrics is a customer engagement automation platform that helps companies better understand the type of audience that’s visiting their site and drive higher levels of engagement. It’s also a renowned leader when it comes to content marketing. Its marketing team is always churning out quality content that ranks high and gets thousands of social shares.One of the most used content marketing strategies is the “hub and spoke” strategy where you publish one comprehensive piece of content (hub), and then use it to create other smaller pieces of content (spokes). For instance, the hub part of a model can be an eBook, case study, how-to article, buyer’s comparison guide, webinar, or even a checklist.
These types of content are quite extensive. Your users can willingly trade their email addresses for such information. By capturing the email addresses, you can start to build deeper relationships with your new contacts through Facebook posts, videos, promotions, tweets, and more. These series of posts that you make to your customers are known as “spokes”. Good spokes should be helpful to the customers and have call-to-actions. This strategy is a good way to rank high and build a resource list for your niche.
By consistently putting quality content out with excellent design and visuals, KISSmetrics’ content does not only rank high but also generates more authoritative leads that make them the go-to content marketing blog resource for different topics in their space.KISSmetrics also partners with niche-specific influencers to create targeted, relevant webinars on a frequent basis. This functions as an effective lead generation tool while providing tremendous value to users.
TEDx is a set of global conferences where experts, authors, and industry leaders talk about thought-provoking ideas. Although it’s not necessarily a marketing company, TED has seen tremendous growth as a result of its content marketing strategy. And social media, particularly YouTube, has had a hand in this. Its YouTube page – TEDx Talks – has over 16 million subscribers, and that’s not even counting its other channels like TED Fellows, TEDx Youth, and TED-Ed. Each of its videos has millions of views.
Like most people, you’ve probably heard about TED Talks via popular videos circulating on social media platforms. This can be attributed to the fact that TED does a good job of sharing valuable content to its audience via valuable talks and interviews. Generally, TED’s main priority isn’t market research or SEO. It simply creates world-class content that attracts huge audiences. That’s how it has achieved to become a global internet sensation. What’s more, since the attention span of online users is short, TED makes its videos short and engaging. Its content is spread by industry leaders and other influential individuals in specific niches, which gives it authority and helps to attract even more people.
This should show you how valuable high-quality content is to your brand. With good content, you don’t need to find your customers. They will find you!
Shopify is an e-commerce platform that helps you start, manage, and grow your online business. You can create an online store and sell in multiple places including online marketplaces, social media platforms, pop-up shops, and the general web.It’s in Shopify’s best interests for its customers to be successful. Thus, it constantly produces helpful, in-depth guides which are full of tips and advice from well-known influencers in the industry. The company also creates other types of content including videos, case studies, success stories, and podcasts. All of their content generates leads and helps build a great amount of trust from their users.
As seen from the examples above, social media has played a huge role in the content marketing strategy of these companies. And it’s only right to follow suit! Over 30% of millennial online users say they engage with at least one brand on social media on a monthly basis. So, if you don’t want to lose out on real customers, you shouldn’t neglect your social media content marketing strategy. With a good strategy, you don’t have to break the bank. You only need to provide your marketing team with your right steps.
Here are the main steps to follow to create an effective social media content marketing strategy:
At this stage, you need to assess what you’re hoping to achieve by integrating your social media into your main content marketing program.To set achievable and realistic content marketing objectives, you need to consider things such as key metrics and KPIs. You may also want to differentiate between social media objectives (such as engagement rate and the number of followers) and business objectives (such as conversion rates and website traffic).Make sure you identify your primary and secondary goals and commit to achieving them. Additionally, determine which social media platform and tactics will best get your message across at every stage of your content marketing.
For example, you may use only Facebook and Twitter to drive leads and use other platforms like Instagram and LinkedIn to boost the awareness of your brand.Next, determine the time frame. Some of the goals you may want to have in your plan include building brand awareness, expanding the target audience, having ongoing engagement, and driving traffic.
You can’t build a content marketing campaign without knowing who your audience is and what they like to see and share on social media.To make things a little bit easier, you can create an audience persona. This is simply thinking of your customers and followers as a single person with real needs and wants.
An audience persona will help you clearly deliver to your target market.Social media analytics such as Facebook metrics can provide valuable information about your followers, their locations, their preferences, and how they interact with your brand online. These perceptions will help you refine your social media strategy and better target your market.
Now that you know your audience, you need to establish a consistent content creation guide. While there’s no universal guide to social media content creation, ensure that your posts create emotional bonds with your target market.To do this you need to find a voice that resonates with your brand. Try to think about what personality appeals to your audience persona and how it aligns with your product or service. Also, your tone will be dependent on the social media platform you’ve chosen.
For example, a playful tone may work on Facebook and a more professional tone may appeal to LinkedIn.Next, have a strategy for sharing your content that aligns with your brand or values. For example, an environment-conscious car company may give tips on how to maintain a vehicle without damaging the environment.For a content creation process to be effective, it needs to be better than the competition.
So, figure out what your main competitors are doing, and find ways in which you can do better. Nonetheless, ensure that you don’t copy-paste your competitor’s strategy because what works for them may not work for you.
In this section, you need to know what kind of content you’ll create for your target market. Don’t just create content for the sake of it. It’s recommended to take time with your audience and ask them what they’d like to see from your business or brand. Polls, surveys, and questionnaires are effective tools to engage your audience in this regard.With relevant topics in place, you can create valuable content while incorporating relevant keywords.
In social media (especially Twitter and Instagram), keywords are used with hashtags to improve visibility. Besides using popular hashtags, you can create branded keywords to bring out a sense of authority and credibility. By offering something new (that’s still relevant and helpful), you stand a better chance of grabbing people’s attention and increasing engagement with your content. You may also make use of influencers in your industry.
This will be especially useful if you’re still creating your customer base. Influencers already have an engaged social media following that you can benefit from.
While posting content regularly is essential, it’s equally important to have a well laid out plan for when you’ll post content for the best results. This is where a social media content calendar comes in.It systematically lists down times and dates at which you’ll publish different types of content on different social media platforms. Your calendar should also account for when you’ll spare time to interact with your followers.
Besides creating a schedule for your day-to-day content posting, you also need to have a plan of all the activities involved – from creating the videos or posts to link sharing. Most importantly, ensure your post are strategically spaced out to be published at optimal times when you’ll get maximum engagement.
For example, your content marketing strategy 2019 may use an 80-20 rule where 80% of your social media posts are used to educate, inform and entertain your audience and the other 20% to promote your brand. Or, use the one-third rule where one-third of your posts promote your products/service and converts visitors, another one-third to share stories and ideas, and the last one-third to interact with your followers. With a favorable calendar in place, you can use scheduling tools to prepare your content in advance rather than on the day of posting.
Taking the three content marketing examples into consideration and following the steps above, you’ll be on top of your game. Don’t forget to create high-quality, valuable content that will attract your audience.
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