Content Marketing Foundations #2

Welcome back to the Content Marketing Foundations blog post series. Last week we took a look at blog content. This week we’re exploring best practices for your social media content strategy and creation.

Social media is now so entrenched in our society that if you’re not marketing on it, you may be missing out on a valuable content marketing opportunity. Of course, there’s a ton of competition – because everyone and their brother is also marketing and posting on social media. However, with a solid strategy and plan in place, you can leverage this marketing channel to grow your business.

Social media content is any content that you will use for purposes of promoting on social media. It might be a blurb that goes with a link to a video or blog post, or it might be an infographic or meme to help you get a point or two across. Creating content for social media is an important part of every business’s marketing strategy and the following steps and tips will help you begin to create your strategy and plan.

#1 Plan Ahead – Most people seem to totally forget to plan ahead regarding social media content. This is a mistake. If you create a blog post, for example, then you should create a tweet, a Facebook post, and other blurbs for whatever social media network that you plan to share the information on. Integrate your social media content into your overall content marketing plan. Align your social posts with your blog and email marketing efforts.

#2 Add the Content to Your Calendar – Include social media content on your editorial calendar. If you know that in August you’re going to promote a great new product or service, then you should also be planning for social media content to use in that promotion – both leading up to the launch and during the launch.

#3 Create Images for Social Media – Remember that images are a form of content, and that you need to create images for social media sharing. Images are more likely to be shared than text and are an important part of your marketing actions on social media. Using a variety of images as content, like infographics and memes, will increase shares and engagement.

#4 Share More Than Once – It’s important that you promote the content that you create and that you do it more than once. People do not check their entire social media stream, so sharing the same content with new blurbs and a new spin on the information several times will increase the view rate exponentially.

#5 Test It. Conduct A/B testing, also called split testing. Test the best posting times, headlines, and topics that receive more attention than others. As you collect this data, you’ll get a better idea of how to succeed with your audience on social media.

#6 Target the Channel – Each social media channel has its own personality, and the portion of your audience that follows you and engages with you on each network is usually slightly different. Therefore, it’s important to ensure that the content you create for each network is exclusive to that network.

#7 Create Content Often – With social media you need to have content for every day of the week, and share it more than once per day. This can seem like a lot of content to create, but it all stems from the basic message you want to get across to your audience based on your promotions. Keep in mind that you can use old content on your blog, PLR, and other sources to create consistent content. It doesn’t have to be long winded, rather it should simply provide value to your audience and followers.

Creating content for social media will be a large part of your content creation program. It will help ensure that the products, services and information that you need to communicate to your audience gets the attention it needs. If you’re not currently on social media, choose one channel, Twitter for example, and focus on it. Set goals, build your audience, and improve your systems. Once you have a good degree of success, then you can add another social channel to your marketing strategy.

Social media can play a critical role in the growth and success of your business. Take the time to identify what makes you different and unique. Focus on how you can provide value to your audience. Then, implement those concepts into a social media content strategy. If you need help with research or content writing, let us know. Sign up for our membership (and save tons of money) or send an email to