Social media is the main source of digital marketing in the current era. It drives the forces of quality content and reaches millions of people in the shortest time duration. It increases the brand’s traffic, customer satisfaction, SEO, and brand loyalty. Most companies try to stay at the top of their game with their social media marketing. And with the right content, they can further boost their brand.
Content is a broad category that encompasses anything that can be marketed. For social media marketing, a mix of different types of amazing content is the key. Content is the first thing that customers notice while purchasing any product or service through social media. If the content does not meet the customer’s expectations they are likely to not purchase anything even if the product is adequate.
There are several types of content that can be used effectively to strengthen a brand’s social media marketing strategy.
Types of Content
Visual content is highly regarded on social media. It is understood quickly by followers and does not require any decoding. Visual content is easy to create as people can use their smartphones to capture images. They can edit these images with apps that provide features such as filters, crop, exposure, etc.
The best platforms for image-centered content are Instagram and Pinterest. Facebook, Twitter, and Snapchat are also well-known platforms for visual content.
Posts and blogs
Written content can be extremely persuasive and brands must try to use it to the best of their abilities. Content is considered well written when one has a good grasp and command on the language. It is a great way of sharing information with customers about the brand and its products. If the written blogs and posts provide useful information, customers are likely to trust the brand more and purchase their products.
Blogs can help increase more traffic to the brand’s page, as it increases SEO and audience engagement.
Another great type of content is video marketing. It has gained mass recognition in recent years and is widely used for social media content marketing. It helps create a relationship with the audience and increases the return on investment. 50% of customers are more interested in video content than any other form of content.
Video content can be designed based on what the target audience wants to see. Brands can shoot “How to” videos and product demonstrations that teach customers about the usability of the product. This can be an effective social media content marketing strategy to influence them into buying the products.
Platforms such as Youtube, Facebook, IGTV (Instagram), Linkedin and Twitter are ideal for video marketing.
Infographics are digital visuals that help to explain concepts with statistics and text. They are used to convey ideas that are complex in nature. It is an effective way of communicating with followers by using simple words and clear images. Infographics require a great deal of creativity as well as research.
Importance of Content
Brand reputation and trust
Customers tend to create an opinion about the brand when they see good content. If the content is insightful, they tend to value the brand more. With this, brands establish a certain level of trust with their customers which in turn, builds a positive brand reputation. And if the brand is publishing content on a third-party portal as a part of their outreach strategies, the brand then seems to be more reliable and reputable.
Helps improve SEO
The visibility of any digital brand depends on its SEO strategy, and content is the best way to improve it. The more a brand posts on their social media, the more traffic they tend to generate. But sometimes, posting frequently may not result in increased traffic but it does give a chance to rank more keywords.
Frequent posting about various topics by the brand on their website or blog gives visitors a chance to view different types of content. They spend more time on these portals which leads to higher on-site time, which further boosts SEO.
Several brands depend on loyal and long term customers for their main source of revenue. And if these brands wish to retain this stream of revenue, they must establish a good relationship with their customers. This is where the quality of content plays a huge role. Content is an important part of establishing trust and building healthy relationships.
The kind of content produced by the brand ensures repeated sales. If the content is engaging, customers are likely to purchase from the brand again.
Sets you apart from the competitors
Having an edge over your competitors is a part of every business’s strategy. Social media content marketing can be one of these strategies because content can make your business seem special.
The language of your content can also differentiate you from your competitor. A unique style of content can help your brand seem distinct and exclusive.
The kind of content your brand creates can decide the customer’s preferred style. They will purchase from the brands that employ creative content on their social media.
Another importance of content in social media is that it is one of the most cost-effective ways of digital marketing. Small businesses, that don’t have huge capital set aside for advertising, can benefit from social media content marketing. The affordability of content marketing is very attractive to brands and they invest their digital marketing budgets on the same.
Content also ensures great Return On Investments due to its affordability. Content marketing produces 3 times more leads when compared to paid ads.
Examples of social media content marketing
To understand how social media content marketing is beneficial for businesses, let’s look at how brands have used content in the best way possible.
Share A Coke
This is a widely talked about a marketing campaign that broke the internet. This campaign originated in Australia where 100+ common names were written on coke bottles along with #shareacoke. These bottles sold fast and customers were persuaded to share their bottle on social media with the hashtag.
Everyone wanted to be a part of this trend because the campaign was well strategized. The campaign targeted those who are constantly engaging and active on social media platforms such as Twitter and Facebook.
This social media content marketing strategy made the campaign highly personal and engaging. The use of common names made consumers feel that it was designed just for them. It also made people feel like they should share a coke with loved ones and feel a sense of closeness with others.
This strategy not only helped coke sell thousands of bottles, but it also improved the brand’s reputation and credibility. The campaign also portrays the importance of content in social media and how it can be marketed in the best way. The campaign continued to grow after its commencement in 2012 and is often considered by the experts as one of the best content marketing campaigns.
Another great example of social media content marketing is TED. TED organizes global conferences and invites some of the best thinkers of our time. The reason TED is so successful is that it does not aim at boosting its SEO. TED mainly focuses on its content and has understood the importance of content marketing.
They only invite highly reputed people to come and give talks on trendy matters that their followers would be interested in. These topics are diverse in nature but have a positive effect on the listeners. The organization also understood the importance of free quality content and started sharing their videos on Youtube to reach more people. Currently, TED has more than 17 million Youtube followers.
Social media content marketing is very effective if it is used correctly. Several brands have gone wrong with their content, which has hampered their business. For example, Ogilvy India suffered a backlash when they tried to market Kurl-On mattresses by showing a cartoon of Malala Yousafza falling on a mattress after being shot and then bouncing back up towards accepting an award. This led to hurting the sentiments of people since the content was extremely insensitive.
Brands must be careful and sensitive to their image. They can reach out to a good advertising agency, who can help them strategize their campaigns in a positive light, and not evoke any negativity. By doing this, brands can enjoy the benefits of social media content marketing.