Content marketing probably impacts the success of your social media campaign — maybe even your entire marketing performance — more than any other marketing element. But, if you’re sending out regular posts and NOT seeing much engagement or your content marketing isn’t sending enough traffic to your site, it’s a problem. Luckily, that problem is fixable.
Here’s a cool infographic I created using data I found online. It demonstrates subtle, but important, differences in posts to individual social networks and why you should use different platforms to share your content.
Here are some other things to consider when creating/ curating content on social platforms.
You need fresh content on a regular schedule, whether its once a week for your YouTube channel or once a day for your blog.
I use a combination of Hootsuite and SproutSocial to help maintain frequency. I love the features of SproutSocial, but they don’t handle my Facebook and LinkedIN groups, which are an important part of my engagement strategy.
When I post or run across interesting content, I choose which networks to share with based on the topic and the particular community I’ve created. For instance, I have a Facebook Tribe where I try to share things I think will help them do social media better — new plugins, new software tools, cool data, etc. While on Twitter, I share a broader range of content since my community is more diverse.
The one problem I have with both services is they don’t easily optimize posts for their respective platforms. For instance, Facebook does best when you post and image, with just a teaser line or 2 and the link. Neither service does this. Both simply post the image with the link next to it — which doesn’t generate the same return as when the post is optimized. Hootsuite DOES add hashtags to posts automatically based on content. SproutSocial may do this and I’ve just not discovered it yet.
When I’m sharing content I create as part of my content marketing strategy — such as my blog posts and newsletters, I manually share this content in the form that’s most effective.
A sound content marketing strategy involves creating a calendar with themes that change on a monthly and weekly basis, along with keywords for SEO associated with each post.
Timing isn’t critical on some social platforms, like Instagram, when posts appear on Twitter, Facebook, and LinkedIN has a lot to do with the number of impressions. That’s because these platforms contain a feed, which gets updated as new content enters the feed. Thus, fresh content is always replacing older content. The average lifespan of a post on Twitter is between 5 and 25 minutes, as compared to 80 minutes on Facebook and a week on Pinterest.
Hashtags help extend the lifespan of a post by easing search. Tagging on Google+ and Facebook helps make sure more folks see the post.
But, understanding when your audience is online can optimize your posts. And, I don’t care what you read — the optimal post time is different for different communities. On Facebook, I get 10X more impressions at around 8:30 pm than around 1 pm, which is considered the optimal time on Facebook.
Play around with different times to determine when it’s optimal for your posts on each social platform.
Which brings up an important point when creating and tweaking your content marketing strategy — you need to assess the results of each post to determine which generate the most impressions, CTR, and conversion rate. Then, create more posts similar to the ones that work.
Content marketing strategy
These strategies help create more impressions for your content. Other elements, such as your headline and images, also impact impressions. But, your content marketing strategy needs great content and tweaking that content can’t make up for poor content in the first place. Plus, your content marketing relies on creating communities containing engaged members of your target market — fail in building such a community and no amount of tweaking will help.
Hence, your content marketing strategy must be embedded within a sound social media marketing strategy — one that builds community, coordinates your content marketing with SEO and SEM, uses understandings about your target market (or personas) to identify their problems and what they’re talking about (try SocialEars for this), good online customer service (much of your customer service task is moving to social networks), managing customer relationships, and creating customer satisfaction.
And, don’t forget the ultimate goals of your content marketing strategy is conversion, so embed CTA (calls to action) within your content.
Need help with your content marketing strategy
OK, here’s my CTA. Hopefully, I’ve convinced you to create a sound content marketing strategy embedded within a broader social media strategy. And, we’re here to help. In addition to publishing Hausman Marketing Letter, we publish a monthly newsletter chock full of information to help make your marketing sizzle. If you need more help, the associates at Hausman & Associates would love to show you how we can help.