Great content flows in the heart of social media marketing.
It attracts visitors to sign up as fans, improves post engagements, and increases click throughs to your website.
Like Rome, great content isn’t built in a day. You’ll need to invest time and energy to produce a decent pipeline of social media content which trigger interactions and ignites action.
Fortunately, there are ways to short-cut your learning process. I call these the 6 Cs of social media content production, ie:
Let’s look at each of these in detail.
As a social media trainer, I encourage my learners to experiment with their own social media content creation and to try it out in-house. After all, nobody knows their products or markets as well as they do.
However, there are limits to what you can create if you are part of a small outfit. So what sort of social media content should you focus on creating?
Focusing purely on your company’s content isn’t enough. You’ll need to consider the wider sphere of your customer’s concerns, challenges and interests beyond the immediate scope of your product.
This is where content curation comes in.
In social media marketing, curated content could include any of the following:
The good thing about content curation is that it relieves you of the burden of producing all of your own content, allowing you to tap on the collective wisdom of the crowd.
Publishing and sharing of content on social media channels isn’t enough. You’ll need to build and sustain an online community.
Here are some simple tactics you can adopt to grow your social media following:
Read this article to learn more about community building.
As a new player in social media marketing, you’ll need all the help which you can get. This is where forming mutually beneficial partnerships come in.
Start following the influencers in your field, and participate actively in their communities. See who their fans are and evaluate if they are suitable for your products or services. If so, find a way to engage them, be it through media invites, product/ service samples, sponsored benefits, or paid content.
Don’t try to go it alone if you lack critical mass or resources. Instead, partner businesses offering complementary or related trades.
For example, if you manage a confectionery shop, you could partner your neighbourhood shops to launch a month-long Instagram campaign. The spotlight could be on different shops each week, showcasing Instagrammable product images and providing useful customer tips.
During that period, participating shops could cross-promote each other’s Instagram accounts and encourage their followers to follow the “spotlight shop”.
Having good social media content isn’t enough. You’ll need to promote it to your widest possible audience in a cost effective fashion.
To do so effectively, there are three actions which you’ll need to take:
Social media marketing is one of those strange things that are easy to learn, but difficult to master. At times, it makes more sense for you to outsource content production to an agency staffed by talents who eat, breathe and live social media.
Before you do so, ask yourself the following questions:
Unlike traditional marketing efforts, successful social media marketing lies in building long-term relationships.
It is about creating and curating useful and valuable content, building a tight-knitted community, and sharing and spreading your influence as widely as possible.
To succeed in this space, you’ll need a systematic process to guide you along. That’s where I hope the 6 Cs could come in.
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