A content marketing strategy without taking social media into consideration cannot hope to achieve much these days because pretty much everybody uses social media and social networking platforms like Facebook, Twitter, Tumblr and LinkedIn. If you are into consumer goods or something like fashion accessories, your best bet would be Facebook. If you want to immediately provide support to your customer and client base, Twitter can work wonders to your content marketing strategy. If you want to reach out to the B2B market then there is nothing like LinkedIn. So what I’m trying to say is, for every sort of content marketing need, there is a platform available to you.
This Social Media Examiner blog post lists some ways you can increase your influence by strategically posting content on social media websites according to their core users. There are some basic traits that are common to all social networking and social media websites because basically, as the name suggests, they are “social”.
Here are a few things to keep in mind while posting content on social media websites:
- Post content for readers, not buyers: When you try to target buyers, your entire tone changes. People on social media and social networking websites don’t want to be bothered by marketers and businesses. They are there to interact with the existing friends and make new friends. They are there to share all the cool things they are doing. If they want to buy a mobile phone, they would like to buy it on their own and then be cool about it, also, on their own.
Let us use my example. I provide content writing and content marketing services. If I want to target people on Facebook, Twitter and LinkedIn, I won’t constantly badger them with my marketing messages. They will be put off and soon they will start unfollowing me. My best bet would be to raise awareness about publishing high quality content on websites and blogs and what is the benefit of marketing such content. Obviously if they are interested in this topic they will follow me and they won’t mind hearing about this topic again and again. This way, whenever they need a content writer, they will know whom to approach.
- Stick to your niche to stand out: If I’m continuously publishing helpful content about content writing and content marketing than people obviously know what I do and what is my expertise. If I go on posting everything under the sun, they won’t be able to make out exactly what I do. This goes for any profession. If you are marriage photographer and if you want people to know that you are available for the same service, you should post lots of content on such photography rather than simply posting cute marriage photographs or cuddly animals playing with each other.
- Keywords also matter on social media and social networking websites: I think as long as people use textual cues to carry out searches, keywords are never going to go out of fashion. If someone searches for “business content writer” on LinkedIn or Facebook, they should be able to find someone like me rather than a morning breakfast supplier. Unless these specific expressions exist in the content that I post, how are people going to find me?
Keywords also make an unconscious impact. When you come across my content and repeatedly read about content writing and content marketing, unconsciously these keywords are continuously stored in your brain and this will ultimately have an impact on your decision when you are looking for a content writer for your website or blog.
- On social media and social networking websites it’s important to know what your audience wants: And then post content accordingly. It doesn’t mean if my audience is more interested in morning breakfast suppliers or marriage photographers then I should start posting content on these topics – it means I’m attracting wrong sort of audience and which further means, I’m doing something wrong with the sort of content I’m already posting. This should be changed immediately. I should post content for an audience that is interested in knowing more about content writing and content marketing and more importantly, an audience among which someday I hope to come across my clients.
- Use data to add value:
People love to know facts. They will love to know that 62% B2B marketers prefer to use content marketing rather than knowing that “more and more people are using content marketing”.
- Regularly engage with your audience: Content on social media and social networking websites should never be one way because then it defeats the entire purpose. Encourage people to respond. You cannot always do that, but occasionally, ask interesting questions from your audience. This will also tell you whether they are actually paying attention to what you are posting or not. Engaging your audience will make it easier for them to remember you for what you do.