Create Online Content that Drives Results

Having trouble finding content? Do you have content but you aren’t sure what do with it? Is your content working? Before creating content, it’s crucial to establish your company’s mission and vision, brand promise and Unique Selling Proposition. These lay the foundation to shape your goals and content strategy.  We help break it down for you here.

Determine Your Goals

Success with social media is not attributed to your total number of likes or followers. Successful social media content generates leads and builds relationships through engagement. Therefore, set your content strategy to relate to these areas. For example, if increasing brand awareness is among your goals, how many Twitter followers are retweeting, mentioning your brand or asking you questions? How many Facebook fans are sharing your content? This interaction indicates they are interested in your brand and can be measured toward the goal.

Know Your Customers

To set and achieve goals, you must know your target audience. Who is your ideal customer? What do they do? Where do they spend time online? This helps you determine where it is most worthwhile to spend your efforts – be it Facebook, LinkedIn, Twitter, Google+ or other platforms. If you know what is of interest to them, create content around those things.

Other key data to help you understand your customers include knowing who influences their decisions, what are their objections, what are their value drivers. Knowing their approximate age can also help you tailor content towards their needs, and much research has been done on messaging to the generations.

Target audiences to consider, include:  employees, customers, shareholders/investors, influencers/opinion leaders, industry associations/advocacy groups, media, government, nonprofits, educational institutions, key business leaders, prospects/citizens, students, or parents.

Social Media Content Considerations

 There are many different types of content, both short-form and long-form. Short form content is read and consumed quickly, generally within 30 seconds or less, and the social media channel used often defines the length. For example, using a maximum of 140 characters on Twitter.  Alternatively, long form content, such as blogs, whitepapers and news releases, take more time (3 minutes or more) to scan.

Best practices suggest using a combination of short- and long- form content. Here are a few types of content to consider:

  • Promotional – teasers, special events or offers
  • Educational – instructional or practical tips
  • Opinions – polls and viewpoints
  • Thought leadership – subject matter expertise
  • Event summaries – key points from presentations at seminars or conferences
  • Reviews – recommendations and comments
  • Proof – case studies and testimonials
  • Q&A – profiles and leadership bios
  • Sales – presentations and product demos

 Want more? Check out a presentation on Social Media Copywriting on YouTube. Still need help developing your social media content strategy?  Download a complimentary white paper “Key Components to an Effective Content Strategy.”  




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