Marketers know that content drives traffic. But figuring out which social channels’ content should be distributed on and how it should be shared can be a challenge. Creating a successful content marketing distribution strategy is essential for success. During this week’s #SproutChat we were joined by Arment Dietrich from Spin Sucks and Sprout All Star and Chief Content Officer, Erika Heald.
Both experts shared their advice on how to craft a content distribution strategy that focus on advocacy and generates real business value.
A/B Test to See Where Advocacy Content Generates the Most Success
Determining what success looks like for your advocacy content distribution plan requires the resources to test and learn. When sharing a new piece of content try two different headlines and/or different creative.
Anecdotally monitor the sentiments and responses around your content to learn more about how the piece is resonating with your audience. Be creative with your A/B tests but always be sure that you only have one variable that differentiates your evaluations.
When testing new content distribution channels it’s important to include multiple networks, even more niche ones. Based on your industry it might be worth exploring Quora, Reddit or Medium. Regardless of where your brand is sharing its content, make sure that you’re diligently tracking your results.
A6: What works well on one channel may bomb on another. Test to see which top performers translate for paid promotion. #SproutChat https://t.co/4lIOgM2usV
— Erika Heald (@SFerika) November 30, 2016
A6: Test paid versus organic content promotion to see how each works on the different platforms. Do you really need to pay? #sproutchat
— Annaliese Henwood (@MktgInnovator) November 30, 2016
A7. Definitely use #ABtesting for blog titles! Use two different Google text ads with each title. See which gets more clicks! #SproutChat
— D2 Media Solutions (@D2MediaSLN) November 30, 2016
A6) A/B test images vs text. Some messages require little text, while others require more. (ex. infographics) #SproutChat
— F13Works (@F13Works) November 30, 2016
A6. You may also want to know what you get in return. What sort of engagement are you looking for. Do cost-benefit analysis. #SproutChat
— Ayesha Ambreen (@AyeshaAmbreen) November 30, 2016
Involve All Interested & Passionate Colleagues
Employee advocacy has been gaining steam as a beneficial, organic distribution method. Don’t be afraid to authentically tap into your existing employee base and excite them to share social content on behalf of your brand.
A1: Start your content distribution efforts with the marketing team, but don’t stop there! #SproutChat https://t.co/3rdCyNpzKE
— Erika Heald (@SFerika) November 30, 2016
A4 Let your employees know you’d love their help in sharing content in their social channels or during relevant customer convos. #SproutChat https://t.co/v7nKOu8uaM
— Erika Heald (@SFerika) November 30, 2016
A4c Notifying sales of your new content and putting it into your sales content repository is another vital distribution step. #SproutChat
— Erika Heald (@SFerika) November 30, 2016
@SproutSocial A1 ALL team members should be involved in content distribution (if they want to be. Don't force it). #sproutchat
— Martin Lieberman (@martinlieberman) November 30, 2016
A1: Should start with marketing. Then anyone who believes in the content should share it. #SproutChat
— Meagan DeMenna (@mdemenna1) November 30, 2016
A4. You create an environment where you give your employees the freedom to shine in their respective talent #SproutChat
— Cheval John (@chevd80) November 30, 2016
A4: Ask your team to share! They'd probably be happy to share and spread the word! #SproutChat
— Express Writers (@ExpWriters) November 30, 2016
A4. Your internal team members can be your brand's best advocates. Encourage them to share content in their circles. #SproutChat
— Ayesha Ambreen (@AyeshaAmbreen) November 30, 2016
Enlist Your Most Passionate Community Members
Social media marketers can likely name five individuals who are already acting as a champion for their product, brand or content. Encourage these individuals to consistently advocate on your brand’s behalf.
Having trouble finding your customer advocates? Do your research. Work across internal teams to find out which customers have been with your brand the longest or use a social conversation history to identify your most active fans. Reach out to these people. You may be surprised at the advocacy and content sharing they’re willing to commit to just because you showed them your appreciation and asked.
@SproutSocial A5b Make it a regular priority to share new content with your community and involve them w/content creation. #SproutChat
— Erika Heald (@SFerika) November 30, 2016
A5 Consider creating a customer advisory board or brand advocates group that works with your most devoted community-members. #SproutChat https://t.co/N35BSNip5G
— Erika Heald (@SFerika) November 30, 2016
A5: It comes down to creating valuable content that your community will WANT to share does most of the work! @SproutSocial #SproutChat
— 🎙JMatt (@JMattMke) November 30, 2016
@SproutSocial Q5: Create contests, create photo worthy products, become involved with the community! #SproutChat
— Sid says (@Sidneytoldme) November 30, 2016
A5.
Consider UGC!
They'll feel ownership over content
& part of your brand story making them more excited to SHARE. #SproutChat
— Gabriela Cardoza (@CardozaGab) November 30, 2016
A5: don’t forget to ask your community for feedback, give them a voice too #SproutChat https://t.co/GsMpPvFZgT
— Josephine Borrillo (@70mq) November 30, 2016
A5 Brand ambassadorship / Founding member programs can be very effective in that regard #sproutchat
— Phil Siarri (@philsiarri) November 30, 2016
Next week we’ll be hosting a product focused #SproutChat where we’ll be discussing content management and best practices for using Sprout’s new Asset Library. See you Wednesday, December 7 at 2 p.m. CST on Twitter! Until then, join our Facebook group and connect with other members of our community.
This post #SproutChat Recap: Best Practices for Distributing Content From Brand Advocates originally appeared on Sprout Social.
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