By: Johana M. Caba
In the world of social media, we often hear the word “content” being used when discussing social media strategy. Content is typically referring to any written or graphic piece of media created and owned by your organization. This part of your integrated marketing communication plan is the unique piece of media that demonstrates to the public who you are, what you stand for and how you support your community.
Content creation is a piece of the content strategy that is integral to your success, particularly your success on social media. Creating engaging content helps your business grow and keeps consumers engaged. Still, there are things that you need to keep in mind to create good content. Among these things are your audience, your story, the platforms you will use and the management of your content strategy.
Your audience is an important part of your content strategy puzzle. You need to keep in mind who they are and what they want. In addition, you need to create content that not only fits with your target audience, but content that is easy to share online in order to broaden the reach of it through shares and likes. Another thing to keep in mind with your audience is the problem that they want to solve. Why are they searching for your industry? Why would your company be the right fit for their needs? These questions can help you create content that can appeal to potential customers that don’t know what their problem is and for customers that know their problem and are currently looking for a solution.
Your story is the part of the puzzle that makes you unique and helps your organization stand out from the crowd. What is it that you do that makes you special? Is it the way you solve the problem or is it the friendly demeanor of your employees? Or, maybe it’s your personal background? Did you have the same problem in the past and couldn’t find the solution that met your needs? These are great questions to ask yourself when crafting the story of your business. Emotional appeal is an essential part of your story. This type of appeal is important because it resonates with your potential consumers. Content that tells your story and appeals to emotion helps you identify with your target audience and helps you stay in their minds long after they have seen your content.
The social media platforms that you will use for your business are important. As a business, you don’t have to be on every platform. For this reason, it’s important to identify which platforms fit your business the most and which ones will help you reach your target audience. Instagram is great for visuals. This is a platform you can use if you have content that is visually engaging. Twitter is great to use because it is a public platform, meaning that everyone can see what you tweet even if they don’t have twitter themselves. Facebook pages are also great for businesses because they help your target audience discover you. They have flexibility with visual posts and posts that you need to read rather than see. Pinterest is another great platform especially if you are selling products. Take a look at our other article on The Best Social Media Platforms to use for Every Business.
Managing your content strategy is an essential part of the whole process. After creating the right content for your business, you need to share it. This is where a social media or content manager comes in to schedule posts to be shared at the most engaging times for your industry. There are specific times on each platform to increase reach, visibility and overall business growth. For these reasons, it’s important to have someone that knows the industry and knows social media to help you use your content in a way that effectively helps you grow your business.
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