NOTE: This blog is the first in a series by NOW Marketing Group, Inc. on how to create and evaluate the social media content for your business or a client’s business.
Can I bare my soul to you for a moment?
I mean really, can I open up?
We’ve known each other for, what, like a few moments. But I really want to get this off my chest.
The truth is, I consider myself a writer. I know, I know, you’re thinking: Dude, you’re a social media marketer. That’s your thing. Writing? Really?
Welp, you know what, I’m as surprised as you are. Truth be told, when I got into social media marketing I had no idea so much writing was involved. Sure I know it’s called “content.” But still, it’s writing and creating and … fun.
At least it can be, if you enjoy consistently creating dynamic content for your business or your client. The fact is, consistently creating great content for your social media posts, your blogs and your landing pages is an absolute must.
Is it a challenge? Yes. But it is crucial, and we know you can do it.
Why? Because you started by coming to the right place. First, you need to know who you are targeting and who you really are (your brand, your message). Then, you need to know what works and what doesn’t.
1) Know your personas
Your persona(s) are your ideal buyers. Every piece of content you create ties back to them: A typical day in their life, their pain points and the messages that will resonate with them is what all of this work is about.
From the first blog to the last post, every piece of content you create MUST be with your ideal buyer persona in mind. If you aren’t 100 percent clear on your buyer persona, here’s a great three-step process for starting the process from Hubspot, Inc.
If you are clear on your buyer persona, you have a great base to build content from.
2) Check your tone
Here is a very important question: Do you understand the tone your content needs to be written in? What is the brand you are trying to build? Are you funny, professional, laid-back?
Not only is tone important with regard to the posts representing your company, but with regard to the different platforms you’ll be using.
One post should be written differently across the spectrum of social media. It’s important that’s understood. A funny post on Facebook comes off as unprofessional on LinkedIn. Whereas a very informational graphic on Google+ may fall flat on Pinterest.
Once you understand who you are, you’ve added another important block to your base.
3) What works
Let’s say you’re starting from scratch. Or you simply aren’t good at creating content. Or you simply have no ideas. Guess what? You still have to come up with a month’s worth of posts.
Build an organized game plan to get going.
First, consider the 10-4-1 rule. Over a 15-day period, your goal should be 10 posts from third parties (blogs, graphics, quotes, etc.), four posts from your companies’ blogs and one post to a company landing page.
Second, over the course of a month use theme days, even if you don’t call them that.
For instance, on each Monday and Thursday, post a company blog. Boom, you’ve just come up with eight posts. Maybe every Friday, you want a funny post. That’s four more posts. Every Sunday, you want something inspirational. That’s four more.
Probably, you can see where we’re going with this, but it is a great way to structure how you come up with consistent content that resonates with your personas.
4) What doesn’t work
Randomness, procrastination and laziness will absolutely kill you when it comes to content creation.
Throwing up posts willy-nilly is a bad idea. So is waiting too long to create them. Come up with a writing cycle that allows you to create, review and refine. You certainly wouldn’t send in the rough draft of a term paper to a professor, so why would you post something for your company without reviewing it?
Whether you are reviewing the appropriateness of a post or photo, or just double-checking grammar and spelling, make sure you allow time to think and make things better.
Putting out consistent, clean, thoughtful content is going to put you ahead of the curve. When you understand your buyer personas, your tone of voice and how to create wonderful content, you will begin building a fantastic social media marketing campaign.
Next up in our series is a look at how you can curate content from other social media sources to help you create your consistent, dynamic content.
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