High-quality content on your blog can increase your traffic by as much as 2,000%. According to the same source, providing relevant content with a strong storytelling element is the key to accomplishing the top results.
Content marketing is one of the most valuable tools for increasing both traffic and customer loyalty. As with every other digital marketing tool, however, there are changes afoot. In this article, we’ll look at the next evolution—social content marketing.
What Is Social Content Marketing (SCM)?
SCM is about a lot more than just sharing post snippets on social media; it’s an entirely different way of approaching how you create and share content.
SCM entails collaborating with other companies, your community, and using newsroom techniques for content marketing. Your blog and social media pages still play a significant role, but so will other businesses, user-generated content, and your offline efforts.
SCM centers around the customer and their world, rather than simply your business. Say, for example, that your company installs blinds. Traditional content might center on choosing the correct colors and types or how to measure correctly.
SCM goes beyond that and looks at other things that a client looking for blinds might need. They may, for example, require interior design tips or maybe moving into a new home. You’d have to consider their current life stage and provide useful advice for them.
This could include a directory of related services from other reliable companies in town. You might go as far as to collaborate with other business owners to provide special offers or content that assists your mutual clients.
Think Channel-Less Rather Than Omnichannel
A few years ago, the focus was on creating an omnichannel approach. Thanks to the stampede of businesses feverishly adding channels and adjusting their strategies accordingly, the customer experience became somewhat siloed.
Clients had very different experiences when buying from the website and Instagram, for example. Today marketers realize that it’s better to set the customer experience first so that it’s the same across whatever channel the client uses.
Content marketing must also begin to fit into this channel-less approach. Companies must start with the client persona and base their efforts around enhancing the customer journey.
Why Is This Important Now?
It’s more important than ever to find a way to differentiate your business. Take the top five companies in your industries and examine their content marketing and social marketing strategy.
What differentiates them? Aside from the quality of the work, there’s probably not much. Most businesses today follow the same steps when it comes to digital marketing. You’ll find similar elements on their websites and social media pages.
It’s a strategy that works but with limited effectiveness. To set your business apart, you must practice effective social content marketing and optimize that content.
Segment Your Audience
What’s the best way to have consumers ignore your marketing? Blast the same generic message to each of your followers and create generic content. Instead, segment your audience into separate personas with their various pain points.
Say, for example, you sell eucalyptus oil. The traditional approach would be to create articles that explain the full benefits of the oil. You might go into each benefit in more detail, such as the ability to ease muscle tension. It would help create content around the compounds responsible for relieving tension, which oils combine well with it, and even applying the product.
With SCM, you’d take things a step further. You would supplement the generic content with something more specific. To do so, you’d segment your market into different users and their pain points.
You’d product your primary pillar article, as usual, something like “Eucalyptus Oil – The Uses, Benefits, and Side Effects,” but also post other items like:
- Beat Stiffness and Soreness After a Workout With Eucalyptus Oil
- Tame Tense Shoulders After a Hard Day’s Work With Eucalyptus Oil
- Are Tension Headaches Making It Impossible to Study for Finals?
- Ease Flu Symptoms With Eucalyptus Oil
Social Content Marketing: Is This the Next Evolution?
You get the basic idea. The supplementary articles are highly targeted toward one particular segment of your audience. You’ll adjust their tone and pace accordingly.
You’ll then carefully select which social channels to share the information on. Content targeted at stressed executives would work well on LinkedIn. For the teenagers, you might change things up and create a video for Tik Tok or a quick cheat sheet for Instagram.
We’re not quite finished yet. Where will your content do the most good? For the after workout treatment, why not discuss a content promotion strategy at your nearest gym. Could you sponsor posters showing some simple cool-down exercises with your company details on them?
What about you and the gym collaborating on a competition? Or providing gym-goers with samples and asking them to post their best strategies while using the product? Perhaps you could sponsor prizes at a local fun run and upload footage to your website.
Your core strategy should:
- Consider the needs of your audience and how they behave. What are their pain points? What do they care about? Who do they follow online, and what do they share? How do they access the information they need?
- What is the customer journey like? You should already understand their needs at each stage, now learn how they go about getting those needs met.
- Consider ways to integrate more social content, with a focus on user-generated content. Has a client posted a great video of them using your product? Have they come up with a clever hack using it? Look for content by everyday users that place your content in a good light.
- Look for ways to integrate the content on your blog with social media and other channels that you use. They should all be able to act individually while strengthening the message when viewed as a whole.
- Don’t post the same content across multiple channels, or you’ll risk boring your audience.
- Adopt a carefully planned approach, with content set up well in advance to take advantage of seasonal changes. Allow some flexibility to cash in on breaking trends.
- Connect through to your CRM to effortlessly monitor KPIs and also automate lead nurturing. Do regularly check through comments and other interactions to see if there is the potential for collaborations or other business sources.
- Listen to your target market and learn to see things from their perspective. What’s important to them? How do they feel about a particular issue? What are they comfortable sharing?
- Learn what is most likely to get them to share your content. Generally, this means making it relevant, valuable, or entertaining rather than purely sales-driven. Keep in mind that different segments may have divergent reasons for sharing. Their behavior may also differ according to the platform that they’re on.
- Focus on driving interaction. Ask leading questions, respond to queries, and encourage respectful debate.
- Ensure that your social sharing buttons are in prominent locations on all webpages.
- Make use of shortened URLs and easy page names in print media to ensure that potential clients can find your site easily.
- Give your customer a voice—within reason, of course. You can’t allow your page to become a platform for hate speech or incitement to violence.
Your Next Step
Now that you have a better understanding of what social content marketing entails, it’s time to take action. Segment your markets and start to focus on their behaviors. Create highly-targeted, unique content to become a valuable resource.
Now look for ways to expand your usefulness. Can you segment your social media audience into specialist groups? Will it be sustainable to do so? What businesses can you partner with to expand your market reach and assist your audience? How can you create a genuinely channel-less experience for your target audience?
Please give it some thought, and then take the next step. It’s all up to you now.
Social Content Marketing: Is This the Next Evolution?