How Social Media can help you get the best out of your Content Marketing Strategy
Guest post by Sahil Kakkar
Sahil is the CEO and Founder of Rankwatch – a platform, which helps companies and brands stay ahead with their SEO efforts in the ever growing internet landscape. Sahil likes making creative products that can help in automation of mundane tasks and he can spend endless nights implementing new technologies and ideas. You can connect with him and the Rankwatch team on Facebook or Twitter.
Social media is probably the best tool to emerge successful in the online marketing space. Not only can you reach out to millions of potential customers at just the click of a few buttons, but you can also build and nurture long-lasting relationships with each of them.
When it comes to social media, it has been considered for long to be a hotspot of traffic that can be diverted to links and websites through engaging formats of marketing.
We are now witnessing a much more immersive integration of content with social media; one that doesn’t rely on “clickbaity” headlines for attraction.
Here is how social media can help you get the best out of your content marketing strategy:
Leveraging Influencer Marketing
Influencers are the new buzz in social media town. It is a marketing strategy where the focus is placed on promoting content through popular individuals and social media sensations rather than the target market as a whole. The audiences of these influencers can be leveraged to boost your own engagement and follow metrics.
Content developed by such influencers tends to get more attention and credibility than content developed and promoted by your brand. This can be gauged from statistics which suggest that about 40% of the users on Twitter have made a purchase in response to an influencer’s recommendation.
The enormous popularity and reach of social media influencers mean they can speak better for your brand and get access to a much larger audience than you ever can on your own.
This is exemplified by the recent developments at Forbes where its Instagram account was taken over by coding evangelist/model Karlie Kloss and Musician The Weeknd as a marketing stunt to celebrate the Forbes annual 30 Under 30 and Celebrity 100 lists, respectively.
The engagement results stand as follows:
Karlie Kloss Post:
The Weeknd Post:
While typically Forbes’ Instagram posts garner around 5k-10k likes, these influencer posts ended up grabbing more than 4 times the average.
The potential for scaling your brand awareness and growing your audience is self-explanatory here!
Incorporate Aesthetic content
Adding an aesthetic element to your post ends up increasing its engagement value. This becomes necessary to cut the noise of the competitors around you on social channels, who are constantly fighting for the users’ attention.
We are not just shooting an arrow in the dark here. This is backed by research. Incidentally, the average attention span of humans has fallen to 8 seconds after the proliferation of smartphones, which is less than that of a Goldfish!
Thus, visuals carry a great deal of importance today, much more than textual information, and end up grabbing more likes and shares. Statistics suggest that visual content is 40 times more likely to be shared!
Here are the types of social media content that you can target:
- Images and Videos (including Live videos) on Facebook and Instagram
- Infographics on Pinterest
- Images on Twitter
- Supporting Images on Quora
- Snapchat stories are becoming increasingly popular and are used by media companies like VICE and ESPN.
Social media provides a great opportunity to tap into the mindset of the consumers by curating personalized content. There is a particular type of content that is the strength of that social media platform. You need to identify this space and accordingly offer personalized content based on the demographics of your audience.
For example, Facebook videos have been known to create a lot of engagement. So much so that 4.4 Million videos were uploaded to Facebook in February 2016, which created an impressive view count of about 200 Billion. On the other hand, the overall layout and feel of Pinterest make it perfect to share infographics.
While this has to do with the design and features of the social media platforms, you should also take into account the mood of the audience, which often takes a different route on the varying social media channels.
Whatever the case, there is a huge user base to target here since about 95% of Internet users between the age of 18 and 34 are more likely to follow a brand via social media!
Social Media helps you to deliver content along with an interactive experience to your audience. These can take various forms like:
Such interactive posts are tailored to the needs of your audience and thus, easily catch their attention as compared to other posts.
Why is this so important? The answer again lies in statistics since 71% of consumers who have had a positive social media service experience are more likely to recommend your brand to others.
Content Marketing on social media becomes powerful when analytics come into the picture. By actively keeping one eye on analytics and tweaking your content strategy accordingly, you can make sure that your Content Marketing capability gets optimized to drive greater engagement metrics.
All you need to do is figure out what’s working and what’s not. It makes no sense to post the same type of content on a regular basis even if it is not performing. There are various social media metric tools in the market, each with a focused purpose, which you can include in your marketing strategy. Here are some of the most popular tools:
By making use of these and more such tools, you have a holistic view of the marketing process at all times and it can always be tweaked for better results!
For example, analytics data of past content might reveal a particular pattern in which users are engaging with your posts, like a particular time of the day or a day of the week, giving you the ability to create targeted content and post more strategically. There is always a right time to post content on a particular social media channel.
Users of social media are on a constant rise with about 2.62 Billion active users each day. This gives you a huge market to play with and reiterates the importance of integrating social media into your content marketing strategy.
One of the best to accomplish your content marketing goals is to invest in a listening tool that will help you find and connect with influencers, track your social data, and facilitate communicating with your audience. If you have questions about how to get started with a social listening tool, please check out our free ebook.