It takes a lot to build a real online presence. Actions like setting up your profile just right, consistently sharing updates and mixing up the kinds of posts you make does really matter. But at the heart of it all, a great content strategy comes down to consistently creating content that grabs people’s attention.
But catchy videos and slogans aren’t everything. The messaging you deliver is really what matters. Acknowledging what information your audience wants and how they want to absorb it is crucial. That means examining the length of your posts, finding ways to get people talking and making content more shareable.
The good news? There are tons of ways to shake up your content. This variety helps you reach more people and make your company’s social media efforts see the return you’re hoping for.
Ensuring your messaging stays relevant
If you want to build a strong online presence, you’ve got to grab people’s attention — and fast. The more people pay attention, the more they share and that means more eyes and more action across all your online platforms.
Short videos are definitely effective at achieving this, but they’re not the only way to gain more brand engagement. Getting people involved with your brand also is essential. This means thinking about adding things like polls, contests or giveaways across all your social channels.
Anything that gets your audience actively participating in activities surrounded by your brand is better than just being another feed on a long list of followed accounts.
Building a real bond
If you want to really connect with people, creating content based on what “they” care about is key. Quick updates are great for catching someone’s attention, but longer pieces are where you build this deeper connection.
Think about starting a blog, making how-to videos or potentially hosting online workshops. These are all perfect ways to share real, valuable information with your audience. The secret is to keep that helpful content consistent over time. This is what helps you to gain more followers.
Helping to establish thought leadership
Showcasing certain authority is an important part of building a company’s reputation. Whenever someone goes online in search of answers, there is no shortage of links to follow. If you regularly release articles that reflect a clear understanding of your business’s niche and offer fresh perspectives, your brand starts to gain more credibility.
Regularly providing valuable insights builds more support from your audience. This can be highly effective in helping you promote more of your offerings.
Diversifying your content strategy
To inject more diversity into your content approach, there are several effective strategies you can adopt:
Know your audience
The audience you want to target wants compelling content from the brands they follow. The first step to achieving this is relevant data collection. Doing so is more than just gathering basic viewership information. You also need to understand where users typically prefer to view certain content types and how to format your own for those specific platforms.
Regularly tracking engagement levels using the analytics tools available on most social media and blog platforms can provide useful information when helping you develop various types of user content. These resources can help you determine what features are most likely to get more attention and at what times you should post new information for maximum visibility.
Timing with the right mix of formats
Crafting a solid content plan requires a certain publishing cadence. This schedule should include all desired topics of interest and detail the various publishing delivery methods. It also should have a balanced blend of short and long articles, video content, images and other interactive elements.
It’s also important to understand the unique capabilities of each platform you want to use. Some prefer text-based content, while others are more focused on video. Customize your strategy to align with the optimal use of each specific platform. This will help you maximize your audience engagement and improve your overall visibility online.
Balance new content with relevant updates
Maintaining reader interest requires crafting interesting content that doesn’t just repeat what’s already available online. Remember, other businesses are competing for the same viewer’s attention. Positioning your brand as a helpful resource is key to differentiating yourself and attracting consistent interest.
However, producing new content isn’t always necessary. You can repurpose existing content into freshly updated engaging pieces. Review your older content and look for any obsolete data while replacing it with current information. Add some updated visuals, such as photographs or video clips, or turn longer numerical data and statistics into more engaging visual aids like infographics.
Track engagement rates and improve
Gauging how well your material does by monitoring audience size or total amount of views is essential. Use your platform’s statistics tools to track these important metrics over time. Look for things like how many people click new posts or the amount of likes or shares your content receives. This information reveals which methods are effective and which ones aren’t.
Be ready to modify your methods using the information you collect. If a certain content format isn’t drawing attention, experiment with a new approach. Digital platforms are always changing, so your content marketing strategy should adapt as well.
Make your content more unique
If you really want to make an impact with your audience, you need a diversified, data-driven content strategy. It’s not enough to just post regularly. You should know your audience, switch up your posting formats and keep an eye on what’s trending. Do that, and you’ll create content that really connects and engages with your audience.
Opinions expressed by SmartBrief contributors are their own.
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