How to Develop a Powerful Social Media Content Strategy
Content marketing is a win-win when done right. Good content is often shared by readers, lands natural language queries and keyword searches, and easily converts people to buying your product while always building brand recognition. Here are a few steps you need to take in order to develop a powerful social media content strategy.
Create a Responsive Website
A responsive website is one that provides an optimal viewing experience on any device. Users are able to read it easily without having to resize the text and rarely have to scroll or pan the page. Work with a web design company to build a responsible website instead of trying to run a secondary mobile friendly website. The secondary mobile website may be a functional site, but the dilution of website traffic metrics hurts your site’s ranking with search engines and hurts your business because attention is split between competing websites. You also save money by having a single functional website design.
How does this relate to a powerful social media content strategy? More than half of all searchers are on mobile devices, and if your content takes too long to load or looks bad on the screen, the majority of your audience won’t read it.
Create Content that Answers Questions Readers Are Asking
Why should they read your content? Because they can tell from the headline and synopsis that it answers a question they are asking and “instant answers” and rich snippets cannot answer well enough to satisfy your readers. Visually appealing graphics and infographics are good, but they are not necessarily needed, especially if you can give a useful, specific answer for the searcher’s main question and related questions in the content.
Integrate Social Media with Your Site’s Content
When you update your website, build social media buttons into every piece of content marketing and every webpage you want shared. Then add calls to action to like, share and subscribe in your content as long as the objective is not to convert them into a customer instead.
Create a Facebook page for your business, solicit reviews, and then integrate those reviews with your website. They will have more weight with consumers than generic and possibly fake testimonials. You should look at whether or not it is value added to put social media feeds like Tweets about your company in a window on your website.
Incorporate Your Content on Other Sites with Your Website
When you post marketing videos on YouTube, include links to your business’ website and social media profiles in the top rows of the YouTube video description. Remember that most people will not click to see the rest of the description, so the links you want them to follow most must be at the top of that section. Don’t forget to put links at the end of the video to let them click it and be taken to your website or your company’s social media profiles instead of throwing up an ending title screen that shows them your URL; remember that you can do both.
Consider signing up for Facebook instant articles under your business’ Facebook account. One benefit of this content is that it runs incredibly fast compared to anything else most businesses could publish. Another is the fact that it ranks higher in Facebook searches, while it gives you another high ranking platform on which to publish content. And any article you publish via Facebook instant articles is immediately available to your followers and already shareable. However, you should not simply copy content that you publish elsewhere, since search engines penalize it as duplicate content.
If you have an official business page on LinkedIn, consider publishing articles on that platform under the business account. Don’t forget to have links to your business website and other corporate social media accounts to generate traffic and high quality backlinks.
Integrate social media sharing buttons into your content marketing pieces. Many businesses benefit from setting up business social media profiles, while some are able to publish content on social media that complements their other marketing pieces. You may be able to incorporate social media content with your website itself.