Create Compelling Online Content to Capture Audience
As Amanda Clark points out in her article at Business2Community
, many people confuse content marketing and social media to be one and the same. To briefly explain the difference between them, think of social media as the delivery vehicle and content as what you’re seeking to spread - social media is how you spread it.
Your business should be producing compelling content (e.g. blogs, press releases, videos, infographics) and then using social channels to get it out there and in front of your target audience.
Although writing a blog and then posting it to Facebook may generate some moderate results, it’s not enough to say that you’re taking full advantage of what social media channels can do.
Here are guidelines to help boost content delivery results, visibility, and exposure you get from your social media channels:
- Note the social factor in the term social media. For social media to work, you need to know who you’re talking to. It’s crucial to know your audience - and that goes beyond age and income demographics. Through social listening and social media referral reports and analytics, learn how they spend their time on social media.
- Offer value. When distributing content across social media channels, try not to sound like you are marketing or advertising to your audience. Deliver content valuable to your readers, like how-to’s, and set the tone to educational and informative.
- Use social media to expand the conversation. Be engaging and avoid talking about your brand all the time. While you are not discouraged from posting content about your products or services, it won’t hurt to talk about broader topics that would interest your readers.
- Go beyond the usual social media channels. Facebook and Twitter are the platforms commonly used by most companies. Why not optimize Google+ to increase search rankings? And while you’re at it, you should also consider engaging in Quora and creating boards on Pinterest to raise your social engagement statistics.
- Measure and track everything. Most objectives tied to social media include increasing visibility, boosting engagement, and driving traffic to your website. Measure the results of your online activities to know how well you’re doing, which topics and types of posts get more traction, and which social media channels are most advantageous to your brand.