Social media tips

that improve

content marketing

BY EMILY HOLLINGSWORTH

1. Relevance vs Recent

Content needs to be relevant to an

audience; not just content for content’s

sake.

YouTube are updating their comments

section shifting from a chronological

order to an emphasis on relevance.

2. Image-centric content

Images connect with an audience

immediately

Instagram and Pinterest prove the

shareability of picture-perfect content.

Pinterest drives more web traffic to other

sites than Google+, LinkedIn and

YouTube combined.

Strong and well-researched infographics

encourage shares across social media.

3. Be lifestyle compatible

People get bored easily – so signpost

with clear headlines.

People spend 2.6 seconds scanning a

website (Source: Missouri University of Science and technology).

Microblogs show popularity of brief

content.

Social media distribution means people

can bookmark to read later.

Be useful and engaging.

4. Customer is Queen

Your audience should influence your content strategy at

every step from planning to distribution.

Audience

Needs

Desire

Location

Content

Planning

Creation

Distribution

Str

ate

gy

If it’s not

interesting or

relevant, they

won’t read it. If

it’s not well-

distributed, they

can’t read it.

5. Be mobile friendly

Majority of (US) Facebook and Twitter

users access platforms on mobile.

Integrate mobile-friendly content into

your planning and delivery strategy.

Encourage engagement:

Live telephone numbers

Compatible emails

Responsive web design.

6. Future-proof content

Difficult to predict technology

changes and content demand.

Produce both topical and

evergreen content.

Distribute via multiple channels –

safeguard against future trends.

7. Listen to your audience

The best way to get someone’s attention is

by giving them what they want.

Use social media to listen to your

audience, and the wider industry

conversations.

Audience research should inform your

content plan.

8. Authored content

People buy into people.

LinkedIn have ‘Influencers’, G+ has

emphasis on ‘Authorship’.

Where possible, reference the content

author – shows that you have expertise,

but are also approachable.

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