Building a Solid Foundation for Social Media to Thrive with Content Marketing
How do I get people to engage with my organization on social media?
I am asked this question more than any other when I take to the road and speak to marketers and entrepreneurs. Thankfully, the answer is quite simple and well rehearsed.
Social media is an excellent engagement tool and distribution channel but without a solid foundation of content it will not deliver.
OK – that’s perhaps not the answer you were looking for. Does this mean you shouldn’t bother with social media?
No. This means marketers need to invest their time and effort writing amazing blog posts, taking beautiful photos, shooting instructional videos, building information-rich infographics and producing detailed whitepapers. Only by doing this will you create something of value that is worth engaging with and sharing.
In short social media without killer content is as much use as a gun without bullets. It has the potential to make a lot of noise but will only generate a few clicks before it is discarded as useless.
But isn’t generating great content difficult?
It can be but the rewards (including brand building credibility, social media shares and lead generation) can be amazing if you are willing to put the work in.
If you are struggling to come up with ideas for amazing content, I can offer you two simple pieces of advice.
The most useful and therefore productive content you can possibly share via social media solves problems for your target audience. If you don’t know what problems you should focus on, pick up the phone and speak to a trusted client – they will probably give you a list of ten items you can focus your efforts on.
Solve a single problem for one client and the chances are you will have solved a problem for a significant number of other clients and prospects.
Encourage Debate and Listen
Rather than just publish content to the web, you should also take the time to listen and encourage debate around your opinion. A question or a comment can very often be a buying signal – even if not directly positioned as one. Listening is a vital component of any social media strategy. Distributing great content will give your audience something to speak about for you to hear.
To find out how Viralheat can help you manage your social media content in a timely, engaging and profitable way, join us for a free product demonstration every Thursday at 1pm (PST), 10am (EST), 6pm (UK).
Photo credit: ntr23
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