What is Content?
Content, according to the Oxford Dictionary means any information made available by a website or other electronic medium. Content is everywhere online and can include any text, video, image, meme, blog post, GIFs, inforgraphics, ebook, whitepaper…the list can go on and on. Content, in a nutshell, is basically anything that you consume online.
If you take my last point there, and go with the idea that content is basically anything that your target audience, clients, and customers, find online when they are researching and interacting with your brand. It is critical that your content provide value to your social media fans and followers.
Almost all of the content that you either create or curate for your social media profiles will fall into one of three following categories.
This content that you curate and share from another profile or an industry influencer. This content will help build relationships with influencers in your industry and show to your followers that you are on-top of the latest trend and news within your industry, and that you want them to stay up-to-date also.
This is the type of content that you will utilize the most. The idea behind this content is it is designed to engage with your audience with the goal of increasing the amount of people who are already engaging with your social profile or website. These posts include pictures, memes, quote boxes, etc., that create conversations and community around your brand.
Call-to-action (CTA) content
This is by far the most important type of content that you can create and post on your social media profiles. This content is promotion orientated and asks the audience to take a step and can include links to your website, email opt-in page, or to a download of a whitepaper or eBook, etc.
Content Marketing Mix
Your content marketing strategy needs to incorporate a mix of these three types of content to be effective. By incorporating goodwill and engagement content into your content mix, you build in space between your CTAs, so that when you do post a direct CTA, you have built up trust with your followers and they are more likely to engage and do what you are asking them to. It is important to know that posting too many CTAs can be detrimental to your overall content strategy. A general rule of thumb is to post three goodwill or engagement content posts for every one CTA post.
When defining a content strategy that works for your business, keep in mind that content mix differs from industry to industry. A good place to start when developing a content marketing strategy is to look at what your competitors are doing online to determine where they are successful and where they need improvement, and to capitalize on areas they need improvement.
Do you need help creating your content marketing strategy or just need some pointers? Contact Doreen and get your content marketing off on the right foot.