As more and more brands move towards a digital-centric marketing strategy, the demand for custom content continues to grow.
We already know that 90% of consumers feel that custom content positively influences their perception of a brand. However, is the same being applied to your social media strategy?
We see many brands making the old-age mistake of sharing content that they think will drive fans to the top of their sales funnel. However, consumers are much savvier than before and expect editorial content to be engaging, entertaining and educational.
When creating content for our clients, we always determine what their key objectives and KPIs are before we start writing. For example, are you as a company trying to achieve increased engagement or are you attempting to manipulate the online sentiment of your brand?
Common objectives on social media:
- Increased engagement
- Fan accrual
- Amplified brand awareness/message
- Increased web traffic
Without understanding the above, it is impossible to determine whether or not the content you create and share is going to help you achieve your goals.
Once established and agreed, we move towards the analysis of historical performance of accounts and content. Whilst there are a number of tools available to measure performance, the free Facebook Insights tool will help you get started on Facebook whilst Google Analytics, Buddy Media, Sprout and many others provide rudimentary analysis on engagement for channels such as Twitter, LinkedIn and Google+.
This will then allow you to calculate growth and engagement levels to set clear KPIs.
Now the interesting part – creating content!
At TAMBA, we like to integrate our social media plans with the wider marketing strategy that is employed by our clients. Ask yourself, does your business have any events or PR news that is going to be shared? Even internal events that help support your CSR programme can be leveraged on social media. Add them to your calendar!
After a significant amount of time is spent analyzing your fans/followers, you should be in a stronger position to share content that will appeal to them. Are there any favourite bloggers that your PR department works with that can be used for social media?
When we start the physical task of writing bespoke content, we always question our motives. How does this post/tweet benefit our client? By adding an additional column to your calendar focused purely on objective met, you can begin seeing a trend in the content you write and the justification behind it in terms of the KPIs it supports.
To ensure your content is not erratic, try focusing on certain ‘themes’ or ‘areas of your business’ you wish to promote. For example, with our financial services clients, we focus on themes that support their products and would interest their fans.
Finally, we always review our work. Reporting back on a monthly basis benefits key decision makers, our internal team of TAMBA specialists and our audience to ensure the content we create always delivers.
For more information on how we can help you with your content strategy, please call us at 01543 495 888.