Have a social media content marketing strategy

Many of our clients want to jump on the content marketing bandwagon. After all, content is what it’s all about these days, isn’t it? Content is king! The answer could be yes, but only if you do it right.

It’s not enough to flood your social networks and other channels with lots of content. After all, if everyone is doing it, there must be plenty to browse, so your content needs to be really interesting and timely, as well as an honest reflection of who your business is.

In an effort to get noticed, a lot of content ended up being selfish, pointless, and even useless. It’s not true that just “showing up” counts. How you present yourself and what you have to say that makes sense to people (and especially to your target audiences) is critical.

Content marketing, although it’s been talked about a lot these days, isn’t new. Brands have been telling stories, in one form or another, as a means of acquiring customers for decades. However, developing useful content to create behavioral change in a company’s customers and prospects is somewhat new for many brands. Their marketing is primarily aimed at overtly promoting buying behavior and making people feel an immediate need to buy their products and services (which isn’t a bad thing, of course).

So how do you make your content marketing efforts work for you? I believe there are three main ways:

1. First, you must have a real strategy. Content marketing is like any other type of marketing. It should be based on specific marketing objectives, an awareness of the information needs and preferences of your key audiences, and it should embody a way to truly measure its effectiveness.

2. Second, posting content just to “be there” is not enough. Rather than a “one size fits all” content strategy, it (like the rest of your marketing communications) should be laser-focused, and its goal should be to become a go-to resource for smaller, more manageable content and an audience. specific niches.

3. Accountability should be “built into” your content marketing plan. Someone within your organization who understands your overall strategy and goals should be responsible for maintaining continuity, brand voice, and momentum in relation to your content and how you deliver it. available to your audience.

More from Cathy Ackermann:Brand development and online marketing get the best results

For the online version of this column, visit www.thinkackermann.com Cathy Ackermann, Founder and President of Ackermann Marketing and PR, can be reached at [email protected]

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