Making social content work harder for your brand

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At a time when customers are driving the relationship between themselves and brands to an unprecedented degree, brands have to be agile, responsive and flexible if they want to be listened to. Content marketing is key to ensuring your brand is found, recognised and hopefully talked about and interacted with positively.

Connect and convince

Social media has changed the face of customer/brand interaction forever as conversations start online, customers decide what your brand’s key characteristics are to them and a customer complaint can escalate in minutes into a Twitter furore if handled badly. Conversely – a positive gesture by a brand, communicated effectively via social channels can generate more positive PR than any number of press releases in just as short a time.

Surely Content is content?

So what is social content? Not rocket science here – social content is that which you share as a brand on your social channels.  But don’t be fooled – your content strategy is not the same as your social marketing strategy. The two have to be considered together for best effect. One of the most common mistakes is to create a piece of content and then just pump it out identically across all the social channels in the same format.

Where and When

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How people digest content on Twitter, versus Facebook, versus Google+ is different.  Are they more likely to be viewing your content on a particular channel on mobile, at certain times of day? Do your research and tailor and segment your content accordingly.

What works?

Recently Fractl (an audience and data analyst) partnered with Buzzstream to analyse 220,000 articles from 11 verticals published on various channels between the months of June and November. They discovered the top three types of shareable content (i.e. the most engaging) were:

  • ‘What’ Lists – lists of facts about a specific topic
  • Videos
  • Why Posts – analytical pieces providing facts supporting a focused conclusion

It’s all in the detail

Remember – your replies to customer service queries, live tweeting at events and your interactions with Facebook fans and Twitter followers are all content. Consider them wisely. Adopt a more personal tone when necessary. You really don’t want to sound as if you’re a bot replying to human customers.

Customers are telling brands what they need and want. Customers are shaping brand profiles. You as a brand guardian have to make sure that you shape your responses and the content you put out there via your social channels if you want to make headway fast.

Want to find out more about how your brand can get heard using the power of Content Marketing? Get in contact with us today.

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