You’ve probably heard the phrase ‘Content is King’. But you may be sitting there afraid to ask what this actually means, or simply worrying just how to make your content regal…this checklist could help!
What do we mean by content? Our personal favourite definition (courtesy of www.TheWordFactory.com).
“Content is the presentation of information for a purpose to an audience through a channel in a form.”
For social media, ‘content’ is the post, tweet, image, blog and video you share on Facebook, Twitter, YouTube, Pinterest, LinkedIn (and other social media platforms). If you’re aiming for ‘Royal Status” ask yourself these few things.
Is my content………………
Interesting, useful or helpful? Make your content work hard: tell a story, share some facts, surprise your readers, reveal some secrets, give a new spin on existing knowledge, make the reader laugh or cry. Give your fans and followers something to act on or teach them something new, they may well do some of your marketing for you – by sharing, liking and retweeting.
Diverse? Make your content varied and interesting. Re-purpose content you already own such as white papers, research data, editorial articles – it can all be used online. Offer tips and information to educate. Remember to add links to your own website and other sources of information you value. Don’t forget to ask questions, provide promotions and offers. Occasional humour or levity is good as well. Don’t be afraid to share other people’s content it shows you are impartial and value other points of view.
Relevant to my target audience? Identify who you need to talk to and use appropriate phrases, keywords and identify suitable #hashtags. Join existing conversations among your target audience, enjoy the ‘chat’ and avoid the hard sell.
Well written? There’s nothing worse than a post or tweet full of errors and broken links so make sure it’s….
- In English (not text speak)
- Check the spelling
- Check grammar
- Check links
Remember all content refers back to your business and your brand.
Helping to drive my business forward? Linking your content to business goals gives your social media efforts a purpose. Maybe you want to find new business partnerships, or research a new region for business development, identify potential customers and learn more about them, converse with experts in your industry or simply entertain your followers and fans. Write content that helps to meet these goals.
Planned? Content works best when it’s planned and co-ordinated. Use a content calendar to schedule content based on business objectives, monthly targets, seasonality, industry trends and events. Be timely with your content link it to trends and news.
At BeeSocialSmart we follow Chris Brogan and in a recent blog and we found his statement that “Content Marketing is sales-minded storytelling”. It embodies the essence of good practice. Avoid the hard sell but know what you want to say – link your content to your quarterly sales objectives and build a story that helps achieve those targets.