How to Craft a Social Media Content Strategy

 

It is true that social media can be beneficial to a business, but it can also cause a migraine at the same time. If not implemented properly it can damage your business’ reputation or become a waste of time. Here are some important steps to keep in mind when developing a social media content strategy. This will help keep your content relevant and work to amplify your postings. Some steps to include are brainstorming, research, and determining which platforms to use.

Brainstorming 

First, let’s start off with brainstorming potential content ideas. These will help build shareable content. In this stage it is important to think broadly about your industry. It is necessary to think about how you can branch out to reach a wider audience. It is a good idea to not have a narrow view of your business when brainstorming content topics at first. Once you build out a variety of topics and ideas you can always go back and decide what fits your brand image. Try to think of all the components that work together to make up your business. For example, let’s say I own a skateboard shop. I might produce content about skateboard maintenance or the benefits of skateboarding. This tactic will help you build a diverse social media content strategy.

Here is a visual representation of my thought process when brainstorming content:

Content Map

 

Research 

Once you have spent time brainstorming, then it’s time to move on to the next phase, research. We want to learn what types of content are performing well in our industry.

In continuing on with our skateboarding example, let’s say I am done brainstorming. Now I have some topics I want to build out content around. It’s time to dive into some content research so I have a better idea of what performs well. This will vary by industry and whether you’re a B2B or B2C business.

When conducting my research, I use several tools to learn what is performing well. For this, I am going to start with a neat and free tool called Epicbeat, which I think is an appropriate name for a social media tool. Epicbeat will help you discover popular content, influencers, and industry insights.

First, I want to enter in the term I will be researching.

Social Media Content StrategyThen, I am directed to a dashboard that gives a quick view of several key factors. These factors will help me find content to re-share and give me greater insight into what I need to create.

Social Media Research Which Platforms? 

The few things I want to get insight into are which platforms are popular and what types of content perform best. Then, I want to know when I should be posting to my platforms.

Social Media Content ResearchRight away I see that Facebook is the most popular channel followed by Vine and Instagram. I also get some other metrics such as average shares per post and a few other engagement metrics which is great. This tells me the type of engagement I can expect from each social platform. I also want to look for what type of content is most popular within this industry.

Now from my research, I know I should focus on Facebook and maybe Instagram as well. This will help get my social media content strategy off to a great start. After reviewing the engagement metrics, I know where I need to be to have an impact. Keep in mind, it is important to start a social media campaign small and scale up. In most cases, it is better to have one or two social profiles than five that you rarely engage with users on.

Content ResearchEpicBeat is nice enough to give me the distribution by content type for skateboarding. This gives me a better idea of the types of content to either begin producing or re-sharing. Right away I see that ‘how’ articles are trending with Listicles, and Interviews trailing. If I skipped this step and ran giveaways and produced guides, I would have missed a lot of engagement. This is why research is so crucial so you are not fumbling around in the dark.

I’m at a great starting point now I have my topics I want to build content around. I also have a better idea of which social platforms my target audience are active on. Now I have a better understanding of the content types I will begin curating. I even have an idea of what I can re-share to my platforms to further encourage engagement too.

Tools make research easier, but you should still browse followers to gain more insight. Look for what they are sharing and engaging with, and news they consider important. This will help you plan your social media content strategy in an effective manner. As an added bonus, I like to use Klout to spot trending content pieces and re-share them with my followers. Only use this platform once you have taken the time to research your industry and build out topics. This can be a great way to find relevant news about your industry.

Klout Content ResearchKlout shows content to reflect the best trending pieces related to your industry. Klout also includes a search function as well so you can do further research. This allows me to take topics I built out earlier and search for trending articles. Another feature like EpicBeat is the ability to find influencers within your niche. You can even research influencers within your industry and see content they engage with.

Klout Content Research Once inside the platform, there is no need to go back and forth between Hootsuite to schedule a post. You can schedule all your content within the platform as well and save some time. Remember, research is the cornerstone of a successful social media content strategy. Taking the time to brainstorm will lead to unique ideas that may not have developed otherwise.

As a side note, you can have a great social media content strategy but without goals you can get off track. Setting goals that impact your business is important when starting a social media campaign.

By brainstorming, researching, and evaluating platforms, you can start an effective social media campaign.

Happy sharing!

Jordan Lowry
Jordan is a Digital Marketing Analyst in SEO, PPC and Social Media. He recently graduated from UNC-Greensboro with a strong business background running a start-up.
By | 2016-11-18T12:09:54+00:00 November 19th, 2015|Social Media|Comments Off on How to Craft a Social Media Content Strategy

Can Humor Boost Online Sales?

We know that humor gets people’s attention. It can be the optimal user experience. Just look at how audience demographics change for the biggest annual football games and ask people why they watch. According to a recent survey, over 75% of Super Bowl viewers were more interested in the commercials than the game. Of those 75%, almost 95% said they prefer humorous commercials to a straight-ahead sales pitch. But does humor make the cash register ring and more specifically, is it an effective online marketing tool?

“All those who believe in psychokinesis raise my hand.”

The web has proven to be a very effective vehicle for humor. There are some very funny online publications such as The Onion and People of Walmart. And who among us have not shared a video of something outrageously funny with a friend? Humorous content gets our attention but can it influence our spending habits? Can it persuade us to click the “buy now” button? While there is evidence to suggest that it can (and does), online advertisers are reluctant to embrace the idea of digital marketing with a sense of humor. As I see it, the reason is two-fold.

1) It’s impossible to find a good, funny copywriter. 2) More significantly, online advertisers aren’t convinced that humor moves widgets.

Let’s consider both these assertions.

“Eagles may soar, but weasels don’t get sucked into jet engines.” Humor can be perilous. One can get light-headed and lose sight of oncoming obstacles. Do a search for the recent, controversial Belvedere ad you’ll see how easy it is to get sucked into that proverbial jet engine. This ad should have never made it past the board room. Posted to Facebook and Twitter, it elicited many more complaints than sales, necessitating removal from social media post haste.

Other online advertising outlets such as Adwords have character restrictions, making the task of copy writing all the more difficult. However, creative marketers and outside the box online sales humorthinkers can create effective ads that get you noticed. Even with the word count restrictions, your ads can be humorous and, most importantly, convert.

Although it straddles the line, the text ad above does not cross into offensive territory. It dares to be funny without taking ill-advised chances. And despite Adword’s character restrictions, this ad says it all succinctly and with a sense of humor.

“I went to a general store. They wouldn’t let me buy anything specifically.”

When one addresses a specific target audience with tasteful but pointed humor, the results can astound. Here are a few high profile examples of humor that sells…

• Known to primarily cater to business travelers, Hilton Resorts wanted to extend that reach to holiday vacationers. They created an online “Urgent Vacation Care Center” where those afflicted with any number of stress related maladies could visit, take an online diagnostic test and get a “prescription” for whatever ails them.

The hotel chain partnered with The Onion and the New York Times to further promote the spoof. When the dust cleared, Hilton resorts had added a half a million Facebook likes and over 7000 subscribers to its newsletter.

• Dollar Shave Club’s promotional YouTube video cost under $5000 to make and featured a machete wielding CEO, a forklift to nowhere, and a shaving baby. The spot accumulated 4.75 million views in March of 2014 alone. More significantly, within the first 48 hours after the YouTube video first aired online, over 12,000 people signed up for home delivery of their product. No other marketing channels had been utilized to that point other than Google ads.

This video ad kicked ass harder than a cross-eyed Rockette.

“If you tell a joke in the forest, but nobody laughs, was it a joke?”

If your ad is humor driven and nobody buys, do you get fired? Humor can sell but like any form of advertising, one cannot lose sight of the main objective – to move units. Consider adding an element of humor through YouTube to boost social media conversions.  Or adding a humor campaign to Adwords. It can be hard work but when done right, the sky is the limit.

Thanks to Steve Wright and Lord Carrett for the funny headlines.

Richard Rossi
Rich Rossi comes to Beacon as an SEO Specialist. A graduate of Syracuse University, Rich spent several years as a children’s book illustrator and website designer before discovering an affinity for link building and SEO.

Connect with Rich on Google+

By | 2017-06-16T12:38:08+00:00 April 15th, 2015|Digital Marketing|Comments Off on Can Humor Boost Online Sales?

Can Beacon really help your Company obtain Top 10 Rankings in Google?

You need a new website and you need Top 10 rankings in Google. Your most fierce competitor ranks #4 in Google for your industries most important phrase! Plenty of web development companies are offering their expertise. How do you know which web development company to hire?

I have a simple solution that will help you decide!!

Go to Google and submit searches and see which web companies have Top 10 Organic Rankings for the following phrases:

As you can see, Beacon has Top 3 rankings for many of it’s most important phrases. The value of these rankings is very significant.

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Call Beacon today if you are serious about online marketing!! Patrick Flanagan, 336-232-5668

By | 2017-02-21T11:18:22+00:00 December 31st, 2008|Web Development|Comments Off on Can Beacon really help your Company obtain Top 10 Rankings in Google?
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