We’re asked the million dollar question on the regular. What is working on social right now? There is no quick answer to this question. So we sat down and had a chat with two social dynamos and dove into the question… how do you create content that converts?
Brian Wallace, Founder of NowSourcing and Troy Sandidge, Vice President of Nex Gen Dynamics offer their insight into the topic.
As marketers, we work to create the best quality content as possible to stay relevant, yet we still work to create and share those heartbeat stores… those attention grabbers that are happening organically. One misconception is to be everywhere, focusing all your time and energy into all the different social platforms. Instead of spreading yourself too thin, diversify your time-spend, identify your bread and butter platform(s) and focus your attention there. Still, spend time on the others, but don’t give it your priority attention.
Create the quality content, but spend 90% of your time on that “bread and butter” platform. If Twitter is your space, put the work in there.
How are you performing? The world revolves around ROI. Setting your success metric will help you determine the efficacy of your content.
When creating content and testing platforms, be sure to add time to review analytics and insight reports. Create different forms of content and share it across platforms to see what types of content performs best on each… your blog may be killing it with web traffic. Try turning that blog into a few smaller videos or Live video chat topics to create additional life. Those pieces may then provide additional engagement, traffic, awareness (think back to that success metric) and help you hit your goals. You may find Live video to be your wheelhouse on Facebook, while micro-blogging on LinkedIn is a traffic driver on that platform. Repurposing a single piece of content into multiple touch points will give your audience the information they are searching for - craving if you will - in the delivery method they prefer.
Once you’ve figured out which types of content works for which platforms, and you’ve narrowed your focus, set your schedule. Certainly be adaptable as the nature of social media is organic, however, if you are committing to share live content every day at 3:00p p.m., then share live content every day at 3:00 p.m. As you build your community they will look to that consistency and expect to be delivered that piece of content.
Don’t be afraid to go all in!
- Find your niche and double-down on it.
- Bring in and empower your people. Keep delivering content they want and need and they’ll serve as your advocates.
- Failure happens. It just does. However, what also happens when we fail, we learn and adapt. Embrace that failure and learn from it.
- Keep building relationships at the forefront of your efforts - social media isn’t your sales team. Social media builds the relationships with your future consumer for you to engage, nurture and then convert.
There is so much more to this conversation, we encourage you to watch the video above because there is so much more to this conversation and takeaways to help you create craveable content that converts.
We would love to help you strategize your content plan! Let us know how we can help.