Share This Article
About Social Media Content Marketing
Social Media Content Marketing is a strategy focused on creating and distributing relevant content, such as articles, ebooks, and posts on social networks. With Content Marketing, the company helps its target audience solve their problems and becomes an authority.
Social Media Content Marketing Strategy
Every day we have to be smarter to achieve the goals we set for ourselves in our social media content marketing strategies. And it is that the environment has more and more competition and that organic content has less and less impact. Therefore, the proposed process should focus on distributing our content in the most efficient way possible.
We find it more and more necessary to promote our content through the advertising network of each social network to obtain good results. To decide which network to bet on and in which to publish our content, we will have to take care of our sector, our audience, and our objectives.
Blindness to this reality leads us to many publications per channel without translating into good results.
To this is added, perhaps out of ignorance, the temptation to use third-party content without authorization, to override the advertising policies of digital platforms, or to use data without the corresponding express and unequivocal consent of the user. Practices, all of which harm us when it comes to achieving a good brand reputation.
Although these practices occur on all networks, each plays a different role and should be used differently. This is important because using other social channels similarly can lead to unprofitable expenses.
Types of Business and Types of Networks
Before carrying out a content marketing strategy on social networks, it is necessary to study the type of company, network, sector, and public to which one is addressing; it is beneficial to take into account the effectiveness of the web social in which we publish.
- This criterion, published by the IAB, is easily obtained using the formula (Efficacy = Interactions / Number of publications). And its results are precise: the most effective networks are Facebook and Instagram.
- In the case of Facebook, it is the most generalist network with the largest audience. In fact, according to the IAB study, Spain has a community of 28,386,491 users.
- On the contrary, Instagram has a lower average age, although it is a more ambitious network and the one that makes the most engagement with the user, reaching 20.3%.
- For its part, Twitter is very specialized by sector and has a particular user. It is the social network on which it is the most published (308,080 publications) and is specific to current or sectoral content.
- Facebook and Instagram are not only more efficient, but they also have a more comprehensive and cost-effective advertising systems. In fact, at Klawter, we recommend them to our customers whenever we can.
- Depending on the type of business and no matter how hard their digital marketing teams put in, not all companies and industries achieve the same level of engagement with content.
- Thus, according to the IAB study, in the distribution and food sector, it seems easier to achieve greater efficiency in the actions of our network. The ones that have the most are those related to technology, government, and politics.
- At the budgetary level, SMEs do not have very high positions for their marketing departments. Therefore, the orientation must be, more than ever, results-oriented.
Facebook as a Network to Distribute Our Content
Let’s say we choose Facebook to distribute our content.
At this phase of the game, it is evident that we need quality content. A specialized Community Manager (internal or external), and even a smartphone from which to publish actions or events or even manage.
With this approach, we can work on the company’s brand image. We may also communicate promotions, contests, or actions in which an action is require on the user’s part. Which will typically focus on sharing or interacting with the content.
If we do not carry out any campaign, these contents will be distribute only organically. If we follow this strategy, we risk our range having less visibility as Facebook increasingly favors sponsored content over non-sponsored content.
It is, Therefore, Essential to Define a Promotion Strategy on the Network, Through Facebook Ads Campaigns
One of the positive things about Facebook Ads is the lack of barriers to entry. The fact of not needing to invest too much budget in campaigns encourages many SMEs and companies to embark on the adventure of promotion. However, it is essential to specify that the budgets to be invest will depend on. The objectives achieved and that a qualified professional will guarantee better results and, therefore, a better budget investment.
In addition, it is possible to use these advertisements to promote other types of content of a more commercial nature. So that they do not harm the content of the feed, it is recommend to work on them through hidden publications, that is, without reflection in the channel.
Therefore, it can be said that there are two types of content: those intend for branding and those that seek a more direct action from the user.
To generate branding, segmented promotional campaigns can be carry out to virtualize the content among our followers and those who are not yet.
As for the content of a more commercial nature, it is recommend to generate campaigns where segmentation criteria are also apply according to user reactions. This will result in a more qualified audience on a call to action.
Tips for Your Social Media Content Marketing Strategy:
1. Types of Content
Regarding the type of content we must use to build promotional campaigns, we must bet on our already reputable quality content. A very recurrent alternative consists in also opting for royalty-free image banks.
Thus, according to the study above by the IAB. We find that the content distribute by brands on Facebook is of poor quality, not very user-centric and that the draws are excessively abuse. The opposite happens on Instagram, where despite having a much lower number of users than Facebook. This second network gets more engagement, probably due to the quality of its content.
2. Audience Generation
When running campaigns, having the correct audience segmentation is essential.
In the fashionable Canary Islands, as well as in regions where its critical mass is not very large. It is possible to create small audiences, which allows the generation of qualified audiences without having to invest too large a budget.
On the other hand, doubling limiting by interests and applying audience regimentation criteria by the level of interaction with the content (custom audiences and similar audiences) are good alternatives. This type of strategy produces results. All the more so in an environment where metrics must be the queens of our actions and whose results must be review immediately to determine if this action continues.
3. Campaign Objectives
In Facebook ads, the objectives that can be achieved are diverse. However, most campaigns are target for traffic, engagement, or conversion.
The objectives of each client vary according to the brand’s intentions and the role that social networks play in its strategy.
If you want to promote a link on our site or a Facebook event. The objective to select will be traffic. In addition to the statistical data that Facebook generates as a result of the campaign. Installing the Google Analytics code on our website can help us obtain even more comprehensive statistical information.
For clients new to social media. It is recommend to prioritize building an active community with good engagement rather than seeking a larger community with few followers.
Thus, many interaction campaigns are allow. Provide that there is an excellent offline service and a good brand reputation in the digital sphere. In addition, they enable personalize audiences that can be extrapolate to other types of campaigns targeting a specific action. This second ad can redirect to the web or search for conversion. Moreover, they generate excellent results if configured correctly.
Conversely, if you have a database of customers or potential customers, you can work on conversion-oriented campaigns.
For this type of campaign targeting qualified contacts. It is necessary to have an attractive and responsive website to avoid high bounce rates. In addition, having access to Google Analytics and having the Facebook conversion pixel install will allow us to generate an adequate attribution model, with which we can determine which leads we have develop as a result of the campaign.
If the promotion is set up correctly. It may generate more web visits than other traffic sources, such as direct visits or organic traffic from search engines.
Finally, it is even possible to generate a campaign with different objectives. For instance:
To users with a lower conversion probability. Show them content more oriented towards generating interaction or improving brand awareness in the digital sphere.
For users most likely to convert, show them more conversion-focused content.
Depending on the company’s objectives. The sector in which it operates, its level of digitalization, and the type of client it has. It will be necessary to bet on specific social networks or others.
In general, if we address a wider audience with diversified interests and have a fine digital structure (presence on social networks, attractive and responsive website, with a Facebook pixel and Google Analytics). Facebook will be our network.
In the case of having high-quality graphic content and we are targeting a younger target audience. Our site will be on Instagram.
For its part, it is always advisable to bet on sponsored content and to carry out campaigns on social networks. These campaigns should always rely on quality content that adds value to the user.