8 Ways to Consistently Generate Excellent Content for Social Marketing
Solid content is integral to a social media marketing strategy. Your campaigns aren’t going to work if the kernel (the content) is not appealing. Your content is:
- How you communicate your brand message and value prop to your audience
- How you create awareness about your product
- How you get people to buy your product (eventually)
How to Create a Conversion-Based Social Campaign
But unless you can consistently create high-quality and engaging content, you won’t be able to keep your audience hooked, your brand reputation will suffer, and your conversion rates will lower significantly.
Consistently generating excellent content is a grueling task, but having reliable processes can help.
- Employ a Content Curator
2,000,000 blog posts are penned each day. How do you find the right ones to share on social (and keep up with industry trends)? Say you identify 50 top industry blogs in your niche. You’d still need to browse through 50 blogs each day. Instead, you can use a content curator like DrumUp, choose a theme, add your favorite RSS feeds, and discover fresh content — all in the same place.
- Read Blog Comments
What adds originality to a piece of content? Perspective. How information is process and then represented. Comments are where people express their deeper takes on the content shared.
Read 20 comments on a good blog post and you’ll find a fresh way of looking at things — and at least one great idea for your social media strategy.
- Explore Trends
Every industry is continually transforming, influenced by advancements in technology and discoveries of how to leverage them. How do you identify trends?
- Google Trends, Twitter Trends, or similar apps
- Listen to industry- and brand-relevant podcasts
- Try a social listening platform, so you can listen to the people and conversations that matter most around your industry and/or brand — then extract business-changing insights
Staying current is absolutely vital to creating relevant content that hits.
- Collate a Series of Videos
By 2020, 75% of traffic on mobile will move towards videos, and social has gone video-crazy. Video creation may be expensive, but collation isn’t. If you’re best informed about the videos covering a certain area in your niche, share that knowledge! Suggest five top videos to watch on _____, or five videos that best explain _____. You can also use preexisting videos to make the case for your product.
5. Do an Experts Round-Up
Your first responsibility is to your readers, to ensure they receive the best content.
By requesting that experts in your niche participate in discussions, podcasts, or an interview series, you’re not just sourcing content for your brand, you’re also setting yourself up for some extra traffic.
6. Do Statistical Round-Ups
Statistics add a certain credibility to the ideas your share. You could include them in all of your write-ups to prove a point, strengthen a hypothesis, or simply gain the trust of your audience when you present a stance.
More importantly, a lot of people search for statistics for various reasons, from research-related to making a business case. Doing round-ups could help potential customers find you. Websites like Statista and Nielsen regularly release reliable studies on general marketing and social media areas.
7. Tell a Story
Stories are great for brand recall. Create a story that your audience emotionally connects with or can relate to, and you have great content for social media with high potential for engagement.
Bear in mind that the aim of storytelling is to connect with your audience. So, instead of showcasing your brand as the hero, make your target audience the protagonist of the story. Let your brand be the guide or means of reaching a solution. The end game of every piece of content you create should be helping your audience solve a persistent problem or learn something.
8. Ask a Question
Put a question out on your social accounts. Ask your audience for their opinion after stating yours. Questions beget answers. They are an open-ended means of generating enthusiasm and response.
— Alfred A. Knopf (@AAKnopf) August 3, 2016
Ensure that your questions are clear, and about topics that your audience holds close to their heart and would want to discuss.