For better brand recognition, companies are leveraging social media and content marketing. Content marketers everywhere are following social media advice from experts.
The smart marketers are addressing social media and content marketing jointly, not separately. The brands that have shown outstanding showmanship in social media marketing this year, succeeded for relying on social content.
Here are some examples of what brands can achieve with social content:
Best 2016 campaigns
Take the #MarchMadness campaign for example. It was the brainchild of Reese’s after they went into a partnership with NCAA. Brand promotion was done in the garb of stunning curated visuals and with the help of great copywriting.
Even B2B brands like PWC are doing great on the social front thanks to social content. PWC won the Shorty Award this year because of their BallotBriefcase campaign story, which emphasized on how the Oscar ballot briefcase never failed to arrive on time in live award ceremonies. The story illustrates the need for social content. No surprise, PWC saw a whopping 136 times increase in social impressions.
The examples above speak a volume about the power of social content. But how to create such content with ease? The tips include:
Using automation tools
Brands may have started to recognize the importance of social media, but automation is something that many of them don’t yet seem to have a grasp of, largely because social media automation is a far cry from marketing automation.
Social media usability tools can aid marketers in creating high-quality content. Cutting-edge tools are not quality-agnostic like their older counterparts. That apart, marketers get access to a world of data-sets with intriguing patterns. The insights they retrieve from such patterns help them identify their audience better. Subsequently, crafting content for them becomes easier.
The best automation tools are:
- Hootsuite – You can access a host of social networks from a single dashboard, creating and managing content for each network. Hootsuite connects you to 35 social networks.
- io – This tool builds a follower-base consisting of real followers. Narrow.io’s cutting-edge algorithms can zero in on users who have the propensity to buy from you and interact with them.
- Quuu – Curation connects content marketing and social media. With Quuu, finding curation-worthy content is a walk in the park.
- Goanimate – This tool makes audio-visual content (in animated format) creation incredibly easy. Even completely naive people can use GoAnimate with ease and create appealing content like a pro.
- Tweetclub – With TweetClub, you can streamline your Twitter marketing. The tool automates the tweet scheduling process. Its smart algorithms pick content from user’s tweet history, which means an entire day’s tweets can be scheduled by just one click. You can save time and invest that time in other productive endeavors. Tweetclub can determine content quality. It reschedules the tweets that perform well to drive more engagement for the brand.
Automation guarantees premium quality content, which brands can use to impress their audience on social media.
Marketing for a single screen audience is like being the proverbial one-eyed deer. Consumers and non-consumers alike access several devices, and often simultaneously. What’s even more interesting is they switch between devices and that switching influences their buying decisions. See the infographic below:
The infographic above brings one key aspect of the multiscreen world to the foreground – sequential screening. If buyers are led to online shops from social sites (they often are by in-network pins and ads), social content will come between the stages of sequential screening. Unless high-quality, the content won’t motivate them to purchase.
Therefore, digital marketers need to optimize social content for multiple devices. Some go with the mobile-first approach. Others treat all screens equally. The best part about multiscreen marketing is it captures customer viewpoints across all devices. The analytics can give one a detailed list of activities performed during sequential screening. The infographic below explains it beautifully:
The infographic shows social networking is followed by online shopping. Making social content easily accessible and navigable regardless of the device being used soothes this journey. That’s possible only when you include cater to a multiscreen audience.
Monetize your blog
It’s no secret that brands who blog enjoy better sales prospect. But very few ever think of monetizing business blogs. The truth is, social content creation becomes easy once business blogging meets the strategies to set up a money-making blog.
There’s a caveat, though; PPC and affiliate networks are a strict “No.” And that include AdSense and Clickbank.
Keep the following monetizing avenues open:
- Product reviews
Note, product reviews and eBook stress on content. And both circulate well on social media. Creating social content and making it look non-branded become very easy with eBooks and product reviews.
If your reviews are honest, then with time, you can self-promote and it will still look non-promotional. When you take money for reviewing products, you get serious requests from serious brands. They may be your competitors, give them a favorable review if their products deserve that.
eBooks are an excellent way to bring industry thought leaders on board. If you write an insightful eBook and monetize it, then influential marketers will chime in (for obvious reasons), and promote it on social media. Their participation will strengthen your branding.
It may sound like an offbeat solution, but social content generation is often a collective activity. By monetizing your blog, you can insist others to partake in this process.
News and commentaries
Social validation is crucial for branding. The engagement metrics used for measuring validation in favor of a brand include likes, comments, follow, share, repins, etc.
Impactful content precipitates social validation. Marketers mostly hover between original and curated content, but rarely on experimental mode. They curate content from industry influencers. Though a healthy practice, it leads to dependency on others for social content creation.
Curating industry news is much better. Something is always happening, so there will never be any dearth of news. On top of it, you can add your commentary without agreeing to the news. You have this freedom because a piece of news is nobody’s opinion.
Almost all social networks are abuzz with trending news. On Facebook and Twitter, the trending topics appear on the user’s news feed. On LinkedIn, such topics are used for post ideas. Marketers can share commentary-esque content on those news items and make them go viral with suitable hashtags.
The guideline here is to highlight the brand in the content. All brand-specific references should look totally natural and not forced or promotional.
Harnessing social content can push brands one step closer to the sales cycle. The 4 tips discussed here can do this trick. Do apply these tricks. You may not find some of these tricks in a regular marketing handbook. Don’t bother. That those tips are out-of-the-box can help your brand rise above the fold.