Back to basics: Content is king
By Amy McIlwain
Financial Social Media Marketing
More than ever before in the history of commerce, content has become one of the most valuable business assets. The way we do business must include a clear focus on how we create, deliver, and govern our content.
Content is king! I’m sure you’ve heard this phrase before, and it’s true. Content is huge when it comes to sharing online. It’s how your brand is represented, how you position yourself as an expert and how you interact with other users.
What do I mean by content? Blog posts, news, articles, videos, photos and status updates are all examples of interactive content. The more quality content you post to your networks, the more users you will attract to return to your site. And don’t forget to join the conversation. You may have a large number of followers and are kicking out great content on a daily basis, but until you start jumping into the conversation with your users, you won’t see a great return. Make it a priority to engage with your users on a daily basis by sharing, commenting and liking their posts.
Blog posts are the bread and butter of your content strategy. They give you the opportunity to present yourself as the expert in your industry while at the same time putting out great information. Create an online environment where readers are consumers and consumers are readers. Incorporate your blog into your business structure as a secondary support system to your marketing campaign and use it as a platform to talk, connect and create conversations about your business.
Not sure what to write about? Unless you have a personal blog with no focus or topic at hand, your blogs should always have a connection to a central theme, whether it be your business or something else.
As far as incorporating your blog into your business, you should write pieces that others in your field would be excited to read. Having a writing roadblock? A great tip is to go online and do general searches for topics, or head to a blog similar to yours and check out what they’re writing about. Writing for the Web is different from other forms of print – it flows with a more easygoing style. Don’t write intense pieces that sound like they belong in educational journals. Blogs should be conversational and easy to read. Don’t forget to be passionate, too. There’s a big difference in reading content from someone who genuinely cares about what they are writing about.
Once you have a live blog, post it to your networks and create catchy titles and taglines to get people interested in reading.This is a great funnel from your social networks to your blog and website.
You can also try submitting your blog to other publishers to get content exposure through other organizations.
- Post blog to host site.
- Send blog to partnering sites.
- Post links to blog on all social networks.
- Set up subsequent posts linking to blog for the remainder of the week.
- Upload photos or videos to your blog.
- Upload photos or videos to Facebook Fan Page.
- Create titles and include relevant information about the photos/videos.
- Tag photos and videos with appropriate members.
- Upload videos to YouTube channel.
- Post links to videos to your social networks.
- Find relevant RSS feed urls.
- Set up RSS feeds via Hootsuite or any other social network aggregator to post to your social networks.
- Post any relevant news you find via links to your social networks. Prepend the post with an engaging statement or question.
Find your voice — and the voice of your business — and share it online. Know your audience — what they want out of the relationship and how you can deliver. Creating and sticking to a content strategy will give you and your business the edge you need in becoming successful with social media.