Creating content is easy, but creating content that your audience consistently shares is something else entirely. At this #SproutChat, the folks at BrandExtract and the Sprout community shared best practices for creating on-brand content that will reach the right people and have a meaningful impact. Check out additional advice from the team on creating brand content that earns shares.
Create Content That Cuts Through the Noise
Social networks are saturated these days. Consider what would undoubtedly catch someone’s eye. Attractive images or video are a good place to start. Consider niche content that will appeal to your audience specifically. The more relatable, the higher likelihood that people will share or engage with the post.
A1: Do your research! Unique, shareable content starts with understanding what content is out there. Be trendy, but add value. #SproutChat
— BrandExtract° (@BrandExtract) March 22, 2017
@SproutSocial A1: Somehow, some way…it has to give someone something that they didn't have before! #SproutChat
— Stephanie Zatyko (@ExperianDQSteph) March 22, 2017
A1 An image and visual usually helps, choose content that's going to force someone to stop and listen #sproutchat http://pic.twitter.com/4kooKyLHIf
— Tony Stephan (@OmnipoTony) March 22, 2017
A1: You know the same articles you read over and over everyday? Not that. Be yourself and be personal. People want to know you #SproutChat
— Jeff Higgins (@AnnaMariaSocial) March 22, 2017
A1: But it’s not enough to simply entertain your audience. You need to provide them with real value. Emphasis on [real] #sproutchat
— RevLocal (@RevLocal) March 22, 2017
A1: Make it original, unique. Involve your targets and reach out to your communities, as community-approved content thrives #SproutChat
— Venture Icon Media (@VentureIcon) March 22, 2017
A1: Beautiful photography and video, with useful information #sproutchat
— Brad Lovett (@Brad_Lovett) March 22, 2017
Look Beyond Social Networks for Promotion
Social networks are likely your main focus as a social media marketer as the place to promote content, as they should be. But consider ways to highlight social media posts containing content. For example you could start an email campaign highlighting your most popular Instagram posts. Similarly, you can create something tangible, such as a handout or swag, from a successful piece of social content.
@SproutSocial A4: Blog posts with proper SEO go a long way & drives traffic that eventually turns into #socialmedia engagements. #SproutChat
— Levitate (@LevitateNow) March 22, 2017
@SproutSocial A4. If you have a strong e-mail list, your content will be easily promoted due to loyalty #sproutchat
— Cheval John (@chevd80) March 22, 2017
A4 as consumers its easy to find what we need when we want it, so search is a biggy social is best for conversation #SproutChat
— Tim Elliott 👍 (@TimElliottUK) March 22, 2017
A4: I'm a big fan of blogs, content, and in-person events like conference sessions. #SproutChat http://pic.twitter.com/e0qslym8GH
— Mallie Rust (@malliefe2o3) March 22, 2017
A4: Add link to your e-sig & write a compelling line of copy. Create 1 for every post and rotate based on who the email is for. #SproutChat
— Beth M. Wood (@a1972bmw) March 22, 2017
A4) whitepapers! (Good) People naturally have a thirst for knowledge – give them ressources to fulfill it & they will reward you #SproutChat
— Alex Bourgeois 🇫🇷 (@wakanouka) March 22, 2017
Encourage Team Members to Share Content
Some reliable bets you can make around content sharing involves your own team. Educate your colleagues on the benefits of sharing branded content on their social networks. Be sure to make it easy to share through a reliable advocacy tool. Offer sample copy and reward positive behavior such as consistent sharing (as opposed to constant).
A5: We tag team members in our content when relevant to encourage them to share the content with their followers. #SproutChat 1/2 http://pic.twitter.com/BatzXWNjK2
— BrandExtract° (@BrandExtract) March 22, 2017
A5b: In our weekly staff meeting we remind our team of new content/stuff going on…like this chat 😏…to spread the word! #SproutChat 2/2
— BrandExtract° (@BrandExtract) March 22, 2017
A5 @SproutSocial besides featuring our employees in our content, @CityOfLasVegas also uses @BambuBySprout 😀#SproutChat
— Natasha Kristina (@hitheresunshine) March 22, 2017
A5: Give them choices. And Let them use their own words. A brand advocacy tool is perfect for this! #SproutChat https://t.co/79ATcvDSXl
— Beth M. Wood (@a1972bmw) March 22, 2017
A5: Make it fun and again, share stuff people care about! #SproutChat http://pic.twitter.com/n0CylXSiIy
— Adriane Davis (@Being_Adriane) March 22, 2017
A5: Provide pre-written content so employees can easily share on their #socialmedia channels #sproutchat
— Vroom Communications (@vroomcomm) March 22, 2017
A5 also, don't force / guilt / beg staff to share. Real shares are worth more. #SproutChat
— Ed Davies (@edavieswork) March 22, 2017
Measuring Success Is a Longterm Commitment
Keep in mind that content marketing is typically a long term strategy. It might take several social media posts and more than one web visit to actually generate ROI. Work with your team to consistently monitor what’s impacting the bottom line and balance that with popular content to create a strong content strategy.
A6 1/2: We have a content metrics benchmarking program to show our growth and that our efforts are paying off #SproutChat https://t.co/4NhX4Qx63s
— BrandExtract° (@BrandExtract) March 22, 2017
A6 2/2: It can be difficult tracking direct ROI, but you can talk about how content/social can impact brand awareness/health #SproutChat https://t.co/4NhX4Qx63s
— BrandExtract° (@BrandExtract) March 22, 2017
A6 Shares – bookmarks – retweets – pageviews – time on site #sproutchat
— Toby Metcalf (@Toby_Metcalf) March 22, 2017
A6 Views/traffic is a reliable metric for ROI. But often, content is long-tail and purchase may not come till later. #sproutchat
— Martin Lieberman (@martinlieberman) March 22, 2017
A6: This one is really tricky but it's helpful to focus on microconversions along the way #SproutChat https://t.co/uHaKAXPPoP
— Chris Wilks (@TheRealWhigs) March 22, 2017
A6 (part 2): While it may not tie directly to ROI It can prove the value of your efforts in a very real, measurable way #SproutChat
— Chris Wilks (@TheRealWhigs) March 22, 2017
Join us next week for #SproutChat on Wednesday, March 29! We’ll be joined by Sprout All Star, Beth M. Wood, to discuss the Future of Content Marketing. See you sat 2 p.m. CDT on Twitter!
This post #SproutChat Recap: Creating Shareable Content originally appeared on Sprout Social.
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