10 Tips for Marrying Your Content to Your Social Media Efforts

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I recently gave a webinar titled “Content is the Car; Social Media is the Gas.” The idea is that to really get the best performance out of your content, you have to use the right fuel to “make it go”—to rev up your online presence. If you missed that presentation you can find the slides here. Otherwise, here’s a quick recap of the top 10 tips I shared for marrying your content to your social media efforts.

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10 Tips for Marrying Your Content to Your Social Media Efforts

  1. 1. 10 Tips for Marrying Your Content to Your Social Media Efforts I recently gave a webinar titled “Content is the Car; Social Media is the Gas.” The idea is that to really get the best performance out of your content, you have to use the right fuel to “make it go”—to rev up your online presence. If you missed that presentation you can find the slides here. Otherwise, here’s a quick recap of the top 10 tips I shared for marrying your content to your social media efforts. Tip 1: Select the right social media channels. It does you no good to be sharing your content on sites where your target audience is not present. Do your homework up front to determine where the people you want to reach are spending their time online. Tip 2: Identify and expand your list of content producers. Don’t assume the burden has to fall entirely on your shoulders. Look around your organization and identify others who can help produce content. I’m sure there are subject matter experts in your organization who would love to share their expertise! Or look to your industry trade association or partners/vendors. Our own ClearEdge blog has a roster of bloggers (both staffers and partners/other guest bloggers) who take turns sharing their insights weekly. Tip 3: Determine the frequency. Whether it’s weekly or monthly, determine how often you’ll produce new content. Nothing is more frustrating for visitors than inconsistent updates, whether that’s your social media updates, blog posts or other content. For each piece of content you produce, determine your schedule ahead of time and stick to it! Tip 4: Create an editorial calendar. It can seem overwhelming to come up with new topics for blog posts or white papers. It’s much easier to sit down ahead of time and plan out what kind of content you will produce. An editorial calendar is a great tool for guiding your content development efforts. Tip 5: Use your website to share social content. Many organizations these days are embedding Twitter or Facebook feeds right into their home page. This is a great idea for two reasons: 1) it’s keeping your website content fresh which helps your SEO efforts and 2) it demonstrates your presence on social media, making it easy for website visitors to follow you on Twitter or Facebook. Tip 6: Use keywords. If you have Google Analytics or another analytics program on your website, you can see what keywords and phrases people are using to find your site. This is great intel which can help drive your content development efforts. Use the keywords people are searching for in blog posts, white papers, videos, etc.
  2. 2. Tip 7: Vary your content. There are a lot of vehicles out there through which you can share your original thoughts. Think outside the box and switch it up occasionally. Not everything has to be produced via a blog post or white paper. Don’t forget video (instead of a written blog post, do a video blog post—i.e., a vlog), infographics, podcasts, press releases and webinars, to name a few. Tip 8: Use third-party content strategically. Remember that the value in sharing content via your social media is to drive people back to your website. It’s ok and perfectly acceptable to share articles from third-party sources; just do so strategically. The bulk of what you promote should be your own content with the occasional third-party content thrown in as appropriate. Tip 9: Leverage what you have. Many companies assume content generation means creating content from scratch. Not true! Almost every organization out there has content somewhere—on their website, in a brochure, etc. Look at your existing content and think about how to repurpose it. A white paper may have some great stats within that would make for a great infographic, for example. Be creative! Tip 10: Get your whole team on board. Make sure to tap everyone you work with for help promoting your content. How? Add a line promoting our blog to your email signature. Send sample tweets or LinkedIn updates to your team and ask them to post to their social networks. Everyone can and should play a part in promoting your organization’s content. It does take a village, after all! Those were my top 10 tips. Do you have others? Which ones are you using and seeing success with? If you haven’t started this effort yet and aren’t sure where to begin, contact us. We can help!

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