- With so many uncertainties
and all the content marketing changes,
it's tough to stay on top of the latest tool or app.
And the question you should be asking
is whether your content resonates with your customers?
Are they clicking and sharing or passing ya by?
Understanding your customers and their needs always was
and always will be the key to your marketing
and content marketing strategy.
Get a handle on your customers by digging into who they are.
Look at their demographics, behaviors, purchases,
questions, and any other customer relationship data
your business may have.
From there, uncover insights and trends.
Think about your customer's day,
what social media networks they're on,
what they need in the moment, and how you can help.
If you're a brand like Topsy Turvy,
perhaps you could focus on shoppable photos
that highlight your products
or videos with baking and party tips.
The range of ideas is endless
and different for every business.
So is the content mix that's right
for your customers and you.
And it happens when you listen
and understand your customers,
and not when you blast out sales messages
on every single app.
Now that doesn't mean you can't do
some selling and promotional posts,
but you should put the relationship you have
with your customers at the top of your marketing playbook.
A good way to optimize your content
is by thinking of it as a series and not a one-off.
Look at how your stories play out over time
on the various social media channels.
For instance, Topsy Turvy Bakery could create a recipe photo
on Pinterest and use that as a promoted pin.
They could also share that recipe in a blog post
and include a photo of that recipe on Instagram
or in a Facebook post.
Now, let's get into the nuts and bolts
of content management and distribution.
What content management platform should you choose?
I hate to say it, but that's another one of those questions
where the answer is, it depends,
because there are so many variables to consider
and the range of options seems endless.
When you're looking for a content management platform,
consider what provider you're currently using
and whether or not you're happy with them?
What's your budget and how will you measure ROI?
How big and sophisticated is your team?
Do you need a backend that supports multiple users
or would something simpler work better for you?
Do any of your existing partners offer a solution
where you might get a discount?
Don't just settle on one social media management platform,
shop around and ask to test drive others
to determine who offers the best solution for your needs.
For more help, check out our course
on social media marketing tools.
Telling your company's story
has always been a creative challenge.
Social media has simply added a lot more options.
But regardless of the types of content you decide to create
or the platforms you choose to optimize and manage,
your customers are at the center.
And you need to figure out how to help
and build relationships with them.
That's your content marketing sweet spot
and where it all begins.