Social media: content is king, distribution his queen

The phrase ‘content is king’ is the key to social media and online marketing – the quality of your content will determine whether your social media succeeds or falls flat on its face.

The social-media game: content is king, distribution his queen

We hear the phrase ‘content is king’ whenever anyone talks about social media or online marketing. Why? Because the quality of your content will determine whether your social media is a resounding success or falls flat on its face.

It’s important to remember that social-media channels are predominantly for social networking. Meaning, you are often intruding on people’s lives, therefore it’s imperative to offer helpful, relevant and valuable content.

It’s important to remember that social-media channels are for social networking. 

When you deliver quality content via your social media, your audience will grow organically – people share information that either appeals to them or resonates with their connections. This helps you get better reach and more visibility.

Therefore, it is important to produce and deliver a mix of content that speaks to the masses. The more engaged your wider audience is with your content, the more organically will you grow.

How can you do this?

When it comes to social media you need to know your purpose and audience.

Your social media strategy needs to look at who you’re speaking to, where to find them, how to approach them, and what to say. Once this is defined, social media becomes a powerful way to connect with prospects, leads and clients.

But first you need to decide on your content strategy.

Making your content strategy

Knowing what content to produce takes research and planning. Here are a few content strategy tips to help start you off:

  • Have goals – Target goals can include a certain number of followers/likes by a particular date, a certain number of leads and contact details, or a certain level of brand awareness.
  • Stay true to your brand – Your social-media presence is an extension of your identity, so utilise your brand guidelines with regards to style, tone of voice, colours etc.
  • Know thy audience – Just like any marketing or PR strategy, knowing your audience is key. You need to know their concerns, interests etc, as well as understanding their online social-networking behaviour.
  • Variety is the spice of life – Pure text content is not enough. You need to deliver formats such as video, images, podcasts and more.
  • A content calendar is essential – Keeping an up-to-date content calendar is vital for creating and continuing an effective social-media strategy. It can be weekly, bi-weekly or monthly and can be as simple as an Excel spreadsheet.
  • It’s not all about you – Not every post you load needs to be yours. Ideally you should have a mix of original content, shared content from industry news or blogs, articles of interest, current news and more.
  • Avoid the hard sell – While it’s fine to include some promotional elements in your content, don’t post it too frequently as your audience will likely ignore you or stop following you altogether.

At the end of the day, social media is about building relationships with your audience. When you do social media right and deliver a mix of content that resonates, engages, promotes and educates, you know you are well on your way to social-media success.

Susan Popovski, Director, SP Communications

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