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What Content Optimization Means for Social Marketers

We wanted to create a space where social marketers could dig deeper into trending topics and learn a little each week, so we decided to host a weekly Twitter chat.

Last week at #SimplyChat, we discussed:

  • How social marketers define “content optimization”
  • How each person in the content creation process optimizes differently
  • How each social channel affects content optimization
  • How teams can work together to optimize content
  • The role developing technologies play in content optimization.

Q1. What does the word “content” in “content optimization” mean to you? A social post? A webpage? Something else entirely?

Takeaway: According to our chat participants, the word “content” in “content optimization” is the information you push to your audience. The phrase “content optimization” refers to the way you package that information in order to make the most impact on your target audience. You can package that information in the form of a blog post, social post, podcast, video, or other medium. You deliver that package via website, streaming service, or social network.

Q2. Describe a time you optimized your content in the last week.


Takeaway: Although the definition of content optimization remains the same, depending on a person’s role, the way they optimize content is different.

For example, the way I, as a social media manager, optimize content is by finding the combination of copy and media type that will generate the most engagement and click-throughs. However, the way Bryan, our content marketing manager, optimizes content is by formatting the blog post on our website to make it shareable and favorable to search engines.

Q3. How do you optimize content on Twitter vs. Facebook vs. Instagram vs. LinkedIn?

Takeaway: The way social media marketers optimize content needs to differ depending on which platform the content is being published on. Each platform will give you different results, even if you push out the same content on each channel.

For example, despite publishing the same content on LinkedIn and Facebook, I’ve found that posts of guides with a preview of what is in them will get more engagement and link clicks on LinkedIn than on Facebook. The reason for this is that each channel attracts different use cases. There’s a reason you are more likely to find a lifestyle blogger on Instagram and Pinterest than on LinkedIn and Twitter.

Q4. How do you work with your content team to optimize web content for social?


Takeaway: Communication is key. To connect the dots between what happens on social and what information your brands pushes out on social, a conversation must be had. This may sound strange if you’re a one-person department. But whether it’s a conversation between two people or with yourself and a drawing board, it must be had. Let’s go through both scenarios.

Two-person team: For this example, we’ll use one of our #SimplyChat participants, Caitlin. She works in the health and fitness industry. In the tweets above, she mentions that she acts as a translator between the public and experts in her field. The experts give her content to push out to their audience, and she tells the experts about popular topics that their audience is talking about.

Listening Webpage Video 2

One-person team: We’ll use Cheval for this scenario. He participates in Twitter chats, similar to how some social marketers do on behalf of brands, to learn about trending topics and what people think about those topics. He connects the dots between social and content creation by deciding if his audience will benefit from the topics he learns about during chats. Cheval uses this information to create impactful content for his own audience.

Q5. How do developing technologies/new features on social networks affect the way you optimize your content?

Takeaway: Social marketers need to be flexible and act quickly by adopting the appropriate newest features. This article by Forbes points out that “It’s the brands who can keep up and roll with the punches that are going to be the ones who succeed on social.”

Oftentimes, social networks will favor accounts that use the latest features. But there’s a caveat. Marketers need to be selective in choosing which features to integrate, because they need to be relevant to your brand, messaging, and overall marketing strategy. I’ll use Cheval as an example. He is active on Facebook and hosts a weekly podcast. When Facebook Live became available, he was able to put a face behind the voice for his podcast listeners, as well as bring together Facebook and podcast audiences.

If you like what you read here and want to be a part of the conversation, join us this Thursday at 11 AM PST for a chat on how brands should use social media for building relationships! These are the questions we’ll be asking:

Q1. How can brands use social media for relationship-building?

Q2. What’s the most successful tactic you’ve tried for building relationships [with whom??] on social?

Q3. Which social network(s) do you prefer to build relationships on? Why?

Q4. How is relationship-building different on each social platform?

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Laurie Anne Nilo

I'm the Social Media Manager here at Simply Measured. I love all things wellness, coffee, watercolor, and travel.

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