There are a couple of things to consider when you are leveraging content with social media. The first of these is which social media network to use. There are quite a few different social media networks from which to choose such as Facebook, LinkedIn and Google Plus to name a couple of the biggest ones.
4 types of Content Marketing Tools
- The first type of content is photos. This type is one of the easiest for viewers to consume since there is no action required on the viewer’s part and photos stand out well in news feeds. When writing a photo’s caption it is best to keep them short, around 141 to 280 characters.
- The second type of content is status messages. These messages are very easy for viewers to digest. These messages are also very easy to write, they usually perform best at around 281 characters. On Twitter, the Facebook equivalent of a status is called a Tweet. Tweets can be 140 characters long.
- The third type of content is Videos and they tend to be more engaging than images but viewers are less likely to interact with them. The main reason for this is that they take time to load and the viewer needs to adjust the volume and size to suit them. Most videos are watched by loyal followers or customers who want to know the business more.
- The last type of content is Links and is another great way to drive traffic to your website. They also make it easier for search engines to find your website. The main problem with this type is that they require action from the viewer and can be lost in a news feed.
Leveraging content on LinkedIn is not very hard. The main purpose of this site is to connect business to other business as well as to customers. This network is also more likely to produce leads for professional services types of businesses, like CPAs and construction companies. Twitter is another good place to generate leads but tends to lend itself more toward a younger generation.
The first step is to start getting followers. The best way to accomplish this is by either encouraging your employees to follow your page or identifying industry peers and following them. Following others is a good way to start making social connections as well as getting the followers that you need. The next in the process is to identify an audience for your content. This will allow you to target content and make it easier to write.
Marketing strategies which lack a target audience tend to be all over the place with no single focus. If your target audience is youth, your content should be relevant to the age bracket and your main platforms should be Facebook and Twitter. If your target audience is professionals then LinkedIn should be the platform you should be using. Identifying your target audience will vastly streamline the process, making it easier to brainstorm relevant topics and keywords.
Using Facebook to leverage content can be a little tricky. This is mainly because the site uses a ranking system called EdgeRank. This ranking system assigns different weights to content. For example, status messages and photos are ranked higher on Facebook because they require little action from the viewer, whereas videos and links rank lower because they need a lot of action from the viewer.
Last but not least is analyzing and updating your content. LinkedIn offers several different ways to analyze your content’s performance. The most basic way to analyze content performance is to track how many visitors read each article and go from there.
The main ways to generate content for either LinkedIn or Facebook:
- Writing it yourself or hiring a writer to do it for you. Hiring a writer is often the easiest and a more cost effective and efficient way to go. The main drawback is that some writers can be unreliable or inexperienced. The key traits necessary to generate content is creativity, out of the box thinking, adaptability to changing trends and a thorough understanding of customer mindset.
- When posting content, you should make sure that you don’t overdo it. This means that you do not have to post a 1,000-word article every day when a 200-word article will do the same thing. These articles need to be engaging and informative to readers.
- The next is making sure you have done your SEO research. What this means is that whatever articles published will be easier for search engines to find by those keywords. This also improves website rank on search engines such as Google, Bing and Yahoo.
- Another good way is to encourage readers to give their feedback. The important thing is how well you respond to the feedback you are given. Make sure there is a system in place that lets you respond quickly to bad experiences and help resolve any issue the customer has.
Lastly, develop contests, drawing and other promotions to make your audience feel more appreciated, and in turn will drum up a better following. Customers talk to other customers and if one wins something, they are likely to spread the word on it.
Arlene Brill loves all things Internet Marketing. She is currently working with SociaLink Media, based in Minneapolis and Chicago. When she is not working, she is often found reading motivational books and hiking with her dog.