With over 2.77 social media users worldwide, it would be utterly foolish not to take advantage of the one medium where a large chunk of your audience can be found.
This is considering the fact that there are 66% of monthly Facebook users, 580 million Linkedin users, and 250 million monthly Pinterest users who make purchases by accessing their accounts, this is a goldmine that your company shouldn’t miss out on.
However, you can’t just go full steam ahead and create an account on every social media platform in other to engage your target audience – it’s just not that easy. What you would want to do is to develop a proper strategy, if you want to improve the presence of your brand’s social media content.
With a proper plan at hand, you’ll know which type of content you need to create and measure results easily and which network gives you the best user engagement.
So we’ve prepared an elaborate but easy-to-digest guide for you in this post to kickstart your social media content strategy in the right direction.
1. Create Goals That Align With Your Business Goals
In order to ensure your social media strategy turns out to be effective, you must ensure that the goals of your campaign align with those of your company. Think back to what you’re doing at the moment in 2019 that enable you to enjoy the perks of social media.
Use special tools like Buffer, Hootsuite and Sprout Special to analyze crucial metrics of your social media platform so that you know how to tailor your campaigns. And before you start celebrating for accomplishing that task, you have to have a good picture of you envision yourself to achieve your goals.
Some examples of how you can do that include:
- Generate new leads: Analyze gated content downloads, clicks on lead-generation social posts, and new leads generated from your social media channels.
- Improve brand awareness: You can inspect how many social media followers you have, as well as shares, retweets, mentions and other metrics of engagement.
- Drive traffic back to your website: Inspect social media referral traffic from your Google analytics dashboard, along with bounce social traffic bounce rate and clicks on your social posts.
2. Study Your Target Audience
Develop Audience Personas
To generate proper brand awareness, it is pivotal for you to know who your ideal customer/target audience is and what they want to see online. This will help you create the kind of content that they love, comment on and then share with their contacts. But the biggest goal to accomplish is to convert followers on social media into customers for your company.
Collect Real-World Data
If you think Facebook is an ideal tool to reach Baby Boomers, the following survey graph from PEW Research Center would like to differ:
Social media analytics is a cheat sheet to knowing exactly who your followers or potential customers are, what language they speak, what city or country they live in and who they interact with your company on social media.
With the help of these insights, you can get a better idea of your strategy and learn how to target your social ads better.
3. Pick The Best Social Network
To target the right audience, you must see which social networks they have the most access to. If you target every single social network out there without proper research, it would only result in confusion and a loss of budgets.
Consider the following factors for each social media network:
- Facebook: When it comes to social research, Facebook is arguably the most obvious choice of them all. That’s because Facebook has over 2.38 billion active monthly users, 1.56 billion daily active users and allows businesses to reach over 2 billion users through Facebook ads.
- Twitter: Twitter has over 330 million monthly active users, with 80% of users who access the network through a mobile device, and that 93% of the video views occur on mobile. With these in mind, it’s a great way to engage with users on the move.
- Pinterest: 83% of all Pinterest users are women between 25-54, making this the ideal social network for female-focused brands.
- Instagram: As of June 2018, Instagram enjoys over 1 billion monthly users and 71% of those users are young adults. Therefore, Instagram is the best place to engage with audiences that are young and visual, preferably the Millennial demographic.
4. Content Pyramid
The content pyramid is a model that appears to be a reverse pyramid. It is comprised of three sections, including:
1.Document pillar content
2.Repurpose pillar content into microcontent
3.Distribute across social media
A. Document Pillar Content
The first thing you’d want to do is establish a Pillar content (sometimes called content pillar) is a long-form content on any specific theme or topic that’s divided into various different sections, materials, and pieces. Examples of pillar content can include eBooks, daily vlog, keynote, reports, podcast, and Q&A show.
Basically, it’s a large collection of content that consists of emails, infographics, blog posts, videos, and other content types to attract various buyers through various social media channels.
B. Create Micro-Content
Once you have pillar content, you can then repurpose the “best moments” in there into various pieces of micro-content. Micro-content is short-form content that comprises of quotes, memes, imagery, or short videos of 10-30 seconds. It’s like having to make an elevator pitch where you need only a few seconds to make a good impression on your audience, which is how marketing works these days.
It seems fitting given that the average attention span of a human being is 8 seconds, which is worse when compared to a goldfish. Even at “let’s start…” we’ve already lost the attention of many.
C. Distribute Pillar and Micro-Content
And when you have the pillar and micro-content with you, you then distribute them to your brand’s social media platforms. The first wave of micro-content is used to drive viewership to the pillar content on Facebook, YouTube, Instagram, and podcast ‘listens’ or downloads.
5. Get Insights on Your Community
After you’ve distributed your pillar and micro-content, monitor your target audience and determine which pieces of content they engaged with the most. For example, if one of your followers or customers loves a specific quote from your podcast, note it down. And if somebody says they find a line funny at 07:34 seconds into your YouTube video, note it down.
If you’re experiencing difficulty in picking up awareness, you will have to promote your content to get more views. You can also ask users to leave behind comments with timestamps or quotes of their favorite moments for better engagement.
6. Get Community-Based Micro-Content
Take the insights that you’ve gathered and then apply them to get more micro-content of the sections and moments that stood out the most with your audience like with the quotes and timestamps from the last step. This way, not only will it be easier to digest and retain information, but it will also reach out to more users.
For example, you can turn some of your most popular comments into images on Instagram, like stories.
You can edit some of the clips from your YouTube videos that your audience found most enjoyable and share it on Facebook.
You can also repurpose some of the most trendy and funniest GIFs that your fans have created and then post it on Twitter.
Now the reason why these tactics work is because most of these snippets or pieces of content have been repurposed are now original content as they are now presented in a new way with custom copy and titles.
7. Distribute 2nd Round of Micro-Content
You can take your community-driven microcontent a step further by writing articles for Medium, Quora, Facebook, LinkedIn as well as your website surrounding your pillar content by adding new points and expanding the transcriptions.
You can get someone from your team to transcribe you. Have them listen to your videos and then pitch for you saying, ‘Hey, why don’t we do “Focus on Your Strengths.”’ They’ll transcribe for you, but it won’t go off without missing something. So they’ll probably call you and interview you to get more questions out of you, for which you have to speak in first-person in a blog post.
Then once you have all of your community-driven micro-content, distribute it on all of your major social media platforms.